他者に向けられた圧力の大きいコミュニケーションの説得効果-圧力がリアクタンスまたは承諾をもたらすのはどんな場合か?-

概要

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According to the reactance theory, people perceive high-pressure communications as a threat to freedom and as a result they are not persuaded by such communications. However, high-pressure communications might have a persuasive potential, if they were not perceived as being a threat to a person's freedom. It was hypothesized that when a high-pressure communication is targeted at an individual, it would result in resistance to persuasion as assumed by the reactance theory, whereas, when it is targeted at another person(s), it would result in the receivers' compliance with the communication. Undergraduate (n=145) participated in a study to test this hypothesis, in which they were randomly allocated to an experimental design consisting of pressure (high or low) ×target (participant vs. other-people) factorial design. Participants were asked to read one of the communications and responded to measures of attitudes about the communications. A 2-way ANOVA indicated a significant interaction between pressure and target of the communication. As hypothesized, high pressure communications directed at an individual resulted in resistance to persuasion, however, those directed at others tended to increase compliance. Theoretical and practical implications of these findings are discussed.
2012-03-31