This study investigated the effects of ego involvement on: (1) the individual's evaluation of a persuasive message, and (2) his evaluation of the message source (or communicator). Variations in involvement were produced by having Ss of both sexes respond to 2 messages: 1 message was constructed to be relatively involving for male Ss but not for females, and the other was constructed to be relatively involving for female Ss but not for males. The results indicated that involved Ss were more negative in their evaluations of messages and communicators than were noninvolved Ss. (PsycINFO Database Record (c) 2006 APA, all rights reserved).
- COMMUNICATION, EVALUATION OF MESSAGE &
- LANGUAGE &
- PERSUASION, EGO INVOLVEMENT, EVALUATION OF MESSAGE &
- SOURCE, EGO INVOLVEMENT
ASJC Scopus subject areas
- Social Psychology
- Sociology and Political Science