Initial Attitude Toward Source and Concept as Factors in Attitude Change Through Communication

Abstract

Though there have been many studies of attitude change through communication, but little experimentation has been done on the variables controlling the attitude change of a given communication. In the study reported here, the author investigated the effects on the amount of change of the original attitudes of the audience. He demonstrates that the attitudes toward source and concept affect the amount of change, and describes the nature of the functions of these factors in the communication situaiton. Dr. Tannebaum is Assistant Professor in the Institute of Communication Research at the University of Illinois.