Axsom D, Yates S, Chaiken S
J Pers Soc Psychol. 1987 Jul;53(1):30-40. doi: 10.1037//0022-3514.53.1.30.
Previous research on the persuasive impact of an overheard audience has yielded conflicting results. In this study, we attempted to understand such audience effects within the framework of the heuristic model of persuasion. Subjects listened to an audiotaped persuasive message that conveyed arguments of either high or low quality and that was responded to by either an enthusiastic or an unenthusiastic overheard audience. In addition, subject involvement (high vs. low) was varied. Consistent with predictions, the audience response cue influenced postmessage opinions only under low involvement; under high involvement, only argument quality affected persuasion. Analyses that took into account subjects' need for cognition supported the additional hypothesis that individuals lower in need for cognition would be more responsive to the audience manipulation under low involvement. Thought-listing data and regression analyses provided further support for the heuristic model.
先前关于无意中听到的受众的说服效果的研究得出了相互矛盾的结果。在本研究中，我们试图在说服启发式模型的框架内理解这种受众效应。受试者收听了一段录音的说服性信息，该信息传达了高质量或低质量的论据，并且由一个热情或不热情的无意中听到的受众做出回应。此外，受试者的参与度（高与低）也有所不同。与预测一致，受众反应线索仅在低参与度下影响信息后的观点；在高参与度下，只有论据质量影响说服力。考虑到受试者认知需求的分析支持了额外的假设，即认知需求较低的个体在低参与度下对受众操纵的反应会更强。思维列表数据和回归分析为启发式模型提供了进一步的支持。
