Haaland, G. A. and Venkatesan, M. (1968), “Resistance to Persuasive Communication: An Examination of the Distraction Hypothesis,” Log off Identity and you will Personal Psychology, 9, 167-70.
Lott, B. E. (1955), “Attitude Formation: The Development of a Color-Preference Response Through Mediated Generalization,” Record out-of Abnormal and you can Societal Psychology, 50, 321-326.
McGuire, W. J. (1966), “The Current Status of Cognitive Texture Theory,” in S. Feldman, ed., Cognitive Consistency, New York: Academic Press.
McGuire, W. J. (1969), “Nature of Attitudes and Attitude Change,” in G. Lindzey and E. Aronson, eds., Handbook out of Public Psychology, Reading Massachusetts: Addison-Wesley.
Miller, H. L. and Rivenbark, W. (1970), “Sexual Differences in Physical Attractiveness as a Determinant of Heterosexual Likings,” Emotional Reports, 27, 701-2.
Peterson, R. A. and Kerin, R. A. (1977), “The Female Role in Advertisements: Some Experimental Evidence,” Diary out-of Selling, 41, 59-63.
Peterson, L. R. and Peterson, H. J. (1959), “Short-Term Retention of Individual Verbal Items,” Record off Experimental Mindset, 58, 193-98.
Sigall, H. and Aronson, E. (1969), “Liking for an Evaluator as a Function of the Physical Attractiveness and Nature of the Evaluations,” Journal off Experimental Social Mindset, 5, 93-100.
Tarpy, R. M. and Mayer, R. E. (1978), Fundamentals away from Understanding and you can Recollections, Glenview, Illinois, Scott, Foresman, and Co., 17-50.
Wilson, R. D., and Moore, N. L. Wilkie, ed., Improves when you look at the Consumer Lookup, 6, Miami: Association for Consumer Research, 55-61.
In order to most useful give a theoretic framework for it data, a great amount of theories were used so you can each other develop this new hypotheses and give an explanation for efficiency. New ideas chose are not fighting, but rather are complementary whenever used on this research town. The next hypotheses were checked-out:
An experimental search construction was utilized to test the new hypotheses. The excuse to have a fresh construction to analyze the results regarding communicator sexiness on the advertising abilities is recommended of the Baker and you can Churchill (1977): (1) the brand new causal character from appearance might have been widely reported, (2) physical appearance would be manipulated rather than affecting internal or external validity, (3) relations will be analyzed, and you will (4) individuals are uninformed or commonly willing to star wars fan dating online accept the fresh determine one to looks possess inside their answers (elizabeth.grams., Miller and you can Rivenbark, 1970; Bryne, 1971), and you can a research lets the analysis manipulation out-of physical appearance otherwise sexiness to-be concealed.
Figure 1 indicates that the overall group effect shown in the analysis of variance was due to a large impact on male receivers (t=6.25, p=.000) and no impact on the female receivers (t=-.70, p=.489) by the communicator. This difference between the male and female receivers illustrates the strong interaction effects indicated in the two-way analysis of variance. Because of this substantial difference, all further results are presented for each sex individually, rather than for the respondents as a whole.
General Statements. The results don’t entirely secure the hypotheses. The study of one’s research presented understood females sexiness to-be a beneficial determinant regarding post effectiveness to have male receivers yet not to have lady receivers. That it deeper perception off an attractive women communicator up on male receivers than ladies receivers was not hypothesized but it is in line with most other training (Miller and Rivenbark, 1970; Berscheid mais aussi. al., 1971). The fact that sexiness did not have equivalent effects toward girls and men receivers elizabeth-sex and opposite-sex effects. Baker and you may Churchill (1977) exploring the results out of bodily elegance during the ads found the fresh communicators off opposite sex towards receivers was more efficient than just exact same sex communicators. Cohen and you can Saine (1977) have reported that men mode more confident impressions of women than out of almost every other males, and you will girls, subsequently, function more confident impressions of men than they actually do out of most other lady. Coming research have to address this issue that with an attractive men communicator having one another male and female receivers.
A good amount of boffins has compared distraction idea by recommending that if the persuasive communication is usually to be effective than just discovering need certainly to very first can be found (Peterson and you can Peterson, 1959; McGuire, 1966; Haaland and Venkatesan, 1968). These boffins contend you to definitely distraction minimizes studying and, for that reason, offer abilities are reduced having distraction. The results with the most recent investigation aren’t backed by the brand new distraction theory’s opposition about the shorter post functionality on account of distraction; but not, the results manage contain the opposition’s hypothesis away from faster training. For males, the latest keep in mind off ad facts (symbolizing reading) is adversely synchronised toward sexy standing since the women (who had been, frequently, not distracted) demonstrated no such as for example bad relationship.
Cohen, M. M. and Saine, T. J. (1977), “The Role of Profanity and Sex Variables in Interpersonal Impression Formation,” Diary from Used Communications Look, 5, 45-51.