Accession Number : AD0021427


Title :   EFFECT OF THE USE OF AUTHORITY IN AN ARGUMENTATIVE SPEECH


Descriptive Note : Technical rept. no. 9


Corporate Author : MINNESOTA UNIV MINNEAPOLIS


Personal Author(s) : Gilkinson, Howard ; Sikkink, Donald


Full Text : https://apps.dtic.mil/dtic/tr/fulltext/u2/021427.pdf


Report Date : 30 Sep 1953


Pagination or Media Count : 6


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.


Descriptors :   *ATTITUDES(PSYCHOLOGY) , *MOTIVATION , *SPEECH , WOMEN , SHIFTING , NATIONS , CONTROL , NATO


Subject Categories : Voice Communications
      Psychology


Distribution Statement : APPROVED FOR PUBLIC RELEASE