Graduate theses an index of graduate work in speech,XXV

This study contends that conclusions regarding persuasive effects derived from much contemporary research are based upon questionable assumptions concerning the nature of attitude. It is proposed that attitudinal content cannot be adequately measured by a single score expressing a most acceptable position but must also include latitudes of acceptance, rejection, and noncommitment. Using Sherif's notions of ego‐involvement as a theoretic base, predictions were derived concerning persuasive effects exhibited by highly involved subjects on their latitudes of acceptance, rejection, and noncommitment relative to changes on their most acceptable position. Results supported the proposed reconceptualization of an expanded notion of persuasive effect. Implications for a theory of persuasion are discussed.