Modifying prejudice: Attitude change as a function of the race of the communicator

Abstract

feelings toward him can impede or increase his persuasiveness. Hovland and coauthors have briefly but adequately outlined the relationship of these feelings toward the communicator as follows: We shall assume that . .. various effects of the communicator are mediated by attitudes toward him which are held by members of the audience. Any number of different attitudes may underlie the influence exerted by a given communicator. Some may have to do with feelings of affection and admiration, and stem in part from desires to be like him. Others may involve awe and fear of the communicator, based on perceptions of his power to reward or punish according to one's adherence to his recommendations or demands. Still other important attitudes are those of trust and confidence. These are related to perceptions of the communicator's credibility, including beliefs about his knowledge, intelligence, and sincerity (6).