The Effects of Descriptive Persuasion and Evaluative Persuasion on Attitude Change

This study was to examine the effects of descriptive persuasion and descriptive persuasion on attitude change. It was assumed that two different meassages, that is, descriptive message and evaluative message, influence differently two basic routes to persuasion mapped by Petty & Cacioppo (1981). This study predicted that attitude change will be made on the evaluative persuasion according to numbers of opinion, while on the descriptive persuasion according to directions of attitude measure. Experiment was conducted by a 2(contents of message) x 2(numbers of opinion) x 2(directions of attitude measure) factorial design. The result of this study suggest that descriptive persuasion was through central route to persuasion, while evaluative persuasion through peripheral route.

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Vol.3 No.1

기술적 설득과 평가적 설득이 태도변화에 미치는 영향

The Effects of Descriptive Persuasion and Evaluative Persuasion on Attitude Change

Abstract

한국심리학회지: 사회 및 성격