PSYC 2310 Lecture Notes - Richard Petty, The Peripheral, Attitude Change
14 Nov 2012
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In smith & shaffer"s study, participants were asked to listen to a speech supposedly made by another student. In one condition, the speech included strong arguments and in another, the speech included weak arguments. Half of the participants heard the speech at a moderate rate of speech, the other half heard the speech at a very high rate. Participants who heard weak arguments at a normal rate were least persuaded, those who heard weak arguments at a fast rate were just as persuaded as those who heard strong arguments at either a normal or fast rate. Faster delivery is more amenable to peripheral than central processing as it gives you less time to think about the content of the message. Another study by researchers from hec montreal examined how voice and gender influence credibility in a banking telemarketing context. Found that voice characteristics significantly affected attitudes toward an advertisement.
