Abstract
This study examines the relationship between violations of expectations about appropriate communicative behavior, sex‐type of the receiver and sex‐type of the source of persuasive messages. Positive violations of expectations enhance persuasion, while negative violations inhibit attitude change. Results indicate that the sex‐role of receivers as measured by the Bern Sex Role Inventory is a better predictor of the acceptance of persuasive messages than is physiological sex. A significant interaction among sex‐type of source, sex‐type of receiver, and message expectancy supported the theoreically‐based hypotheses advanced.
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