Abstract
Previous research has suggested that visual information has primacy over verbal and vocal information in the judgement of social attitude. However, this could be because the contextual inappropriateness of the verbal information switched attention away from the auditory channel and on to the visual. The experiment reported in this paper assesses this possibility by considering the contribution made by visual information when the verbal is appropriate. Focusing on the expression of superior and inferior attitude, it finds that visual information does not simply fail to achieve primacy. It is markedly less important than either vocal or verbal information, which both play more or less equal roles.
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