The effects of perceived dominance in persuasion
Year: 2010
Type: dissertation
Abstract: An experimental investigation of the relationship between communicator dominance and\npersuasion is reported. In the study, persuasion was examined as a function of experimental\ntreatments that differed only in the perceived dominance of stimulus embedded within a text.\nPerceived dominance of the stimulus is operationally defined as the degree to which the\nstimulus makes the recipient feel submissive (high) or powerful (low). The experimental\nstimuli and the quantitative measurements of dominance are derived from affect control\ntheory and a research tool that has been developed from that theory, the International\nAffective Picture System. The hypotheses were generally supported by the results of the data\nanalysis. Relationships were found between perceived dominance and a) increased opinion\nagreement and b) increased trustworthiness of communicators. Possible implications for\ncommunication studies, as well as on research on affect control theory are discussed, as are\nlimitations of the current research.
Author: Jon Karl Stefansson
Language: English
Subfield: Social Psychology
Field: Psychology
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W430259216