Communicator-Credibility and Communication-Discrepancy as Determinants of Opinion Change

Abstract

Although previous researchers have directed considerable attention toward the effect on opinion change of isolated variables such as communicator-credibility and communication-discrepancy, among others, little attempt has been made to incorporate these variables into a single experimental design in order to assess their separate as well as combined effects. The purpose of the present study is to vary experimentally the degree of communicator-credibility and communication-discrepancy, thereby investigating the main and interaction effects of these two variables on opinion change. [TRUNCATED]