Attitude toward the communicator, perception of communication content, and attitude change

Herbert C. Kelman*, Alice H. Eagly

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

28 Scopus citations

Abstract

The relationship between attitude toward a communicator and perception of the content of his message was explored in 2 experiments. In the 1st, a marked tendency to misperceive the message of a negative communicator by displacing it away from one's own position (contrast) was found. In the 2nd, this tendency was shown to be a direct function of the strength of negative feeling toward the communicator. Similarly, tendency to displace the message of a positive communicator toward one's own position (assimilation) was shown to be a direct function of the strength of positive feeling. Amount of attitude change relates consistently to the perception data. The results are conceptualized in terms of 2 approaches to the communication situation: source orientation and content orientation. (18 ref.) (PsycINFO Database Record (c) 2006 APA, all rights reserved).

Original languageEnglish (US)
Pages (from-to)63-78
Number of pages16
JournalJournal of personality and social psychology
Volume1
Issue number1
DOIs
StatePublished - Jan 1 1965

Keywords

  • ATTITUDE CHANGE, &
  • ATTITUDES &
  • OF CONTENT
  • OPINIONS
  • PERCEPTION OF COMMUNICATOR, &

ASJC Scopus subject areas

  • Social Psychology
  • Sociology and Political Science

Fingerprint Dive into the research topics of 'Attitude toward the communicator, perception of communication content, and attitude change'. Together they form a unique fingerprint.

Cite this