Ethnicity of Communicator, Self-Esteem, and Reactions to Fear-Arousing Communications

Abstract

Summary Using 159 Anglo-American and 45 Mexican-American students as Ss, the present study investigated the effects of ethnicity of communicator (Chicano vs. Anglo-American), self-esteem (high vs. low), ethnicity of S (Chicano vs. Anglo), and fear-arousing communications (high fear vs. low fear) on a number of behavioral and attitudinal measures of persuasion. Ethnicity of communicator, self-esteem of the S, and level of fear communication significantly influenced persuasion. There were no significant effects of ethnicity of S. Communicator ethnicity also interacted with the other two factors. Evaluations of the Chicano communicator were equally positive across the two levels of fear communications, while evaluations of the Anglo communicator were associated with fear level of message. High self-esteem S s rated the Chicano communicator more positively, while the Anglo communicator was evaluated more positively by the low self-esteem Ss. Possible interpretations of these results are discussed.