EFFECT OF THE USE OF AUTHORITY IN AN ARGUMENTATIVE SPEECH
Abstract
The relative effectiveness of authority and nonauthority presentation on audience attitude shift, retention, and conincement was determined. A 20-min speech favoring the proposition. The North Atlantic Treaty Nations should form a Federal Union, was presented to paired audiences (men and women in each). Pre- and post-test attitudes were based on a 5-point scale. Both authority and nonauthority presentations effected significant attitude shifts i the total group; a control group (no speech) made no shift in attitude. Authority and nonauthority presentation resulted in no significant differences in attitude shift, retention, or convincement in any of the 3 groups. In comparing the relative effectiveness of the 2 forms of presentation, all numerical differences favored the authority presentation.
Document Details
- Document Type
- Technical Report
- Publication Date
- Sep 30, 1953
- Accession Number
- AD0021427
Entities
People
- Donald Sikkink
- Howard Gilkinson
Organizations
- University of Minnesota