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https://lib.dr.iastate.edu/cgi/viewcontent.cgi?article=19087&context=rtd

The Effects of Channel Variation on Attitude Change and Source Credibility.

Persuasion and instructional media: the use of a fear provoking videotape to change attitudes toward smoking in field dependent/independent college students

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The research reported here extends the work of Hovland and his colleagues on source credibility by investigating the criteria actually used by receivers in evaluating message sources. Three dimensions are isolated: Safety, Qualification, and Dynamism. The authors argue that source "image" should be defined in terms of the perceptions of the receiver, not in terms of objective characteristics of the source. David K. Berlo is Professor and Chairman of the Department of Communication at Michigan State University; James B. Lemert is Assistant Professor of Journalism at the University of Oregon; and Robert J. Mertz is Assistant Professor of Speech at the University of Oregon.

Dimensions for evaluating the acceptability of message sources

The author was a staff member of the Pennsylvania State University Division of Academic Research and Services when he prepared this article under a grant from the Television Bureau of Advertising of New York. He wishes to acknowledge the support and encouragement of C. R. Carpenter and L. P. Greenhill, director and associate director, respectively, o] the Division; Mr. Greenhill added materially to the clarity of exposition in several instances. Frank R. Hartman is now assistant professor of psychology at Dickinson College, Carlisle, Pennsylvania.

Single and multiple channel communication: A review of research and a proposed model

The effects of mass media

Unless the fundamental differences of information processing (IP) of the different modalities (or channels) is known, a variety of comparisons of different media seems hardly to be valid. Amid many conflicting research results concerning the comparative superiority of mass communications media, i.e., television, radio, newspapers, magazines, motion pictures, etc., which can be seen as basically relying upon the comparative effectiveness of visual (V), auditory (A), and audiovisual (AV) channels, tangible evidence suggests the possibility that when the amount of information to be processed is optimal, the AV channel may be a more effective means of communication than either single channel. The optimization of input of stimuli subjects IP to a number of very restrictive conditions, e.g., the optimization of the ratio of redundancy and entropy (information) in the input for a given person. Any generalization of the comparison of seeingor hearing-superiority, and of any single-channel or dual-channel supremacy, can be meaningful only if conditions of IP are minutely specified.

On channel effectiveness

As interest in the factors contributing to similarities and differences in the effectiveness of live and video classroom presentations increases, the need for general explanatory concepts becomes more critical. One approach which may contribute to a more general understanding is the investigation of perceptual processes involved in information processing. Forgus (~966) defines perception as an information extraction process. Information is gained from various cues in the given situation. If more cues are available more information can be gained. Information is broadly defined here as being more than just an array of verbalizable facts. Such information would include undefined impressions, attitudes, etc. In two similar settings then, if more cues are available in one, it should provide a richer amount of information. For example, if exactly the same verbal presentation is made in two situations with varying amounts of cues available, the one with the greater number of cues should yield a greater information acquirement on the

The Effects of Channel Variation on Attitude Change and Source Credibility.

Citations

Persuasion and instructional media: the use of a fear provoking videotape to change attitudes toward smoking in field dependent/independent college students

References

Dimensions for evaluating the acceptability of message sources

Single and multiple channel communication: A review of research and a proposed model

The effects of mass media

On channel effectiveness

Comparison of attitude changes elicited by live and videotape classroom presentations

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Familiarity and the order of presentation of persuasive communications.