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  1. 1 Psychological Studies

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  1. 1 Kalecinska-Adamczyk E.

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  1. 1 2007

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DIALOGUE AS A PERIPHERAL CUE IN ELABORATION LIKELIHOOD MODEL OF PERSUASION

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Kalecinska-Adamczyk E.
Psychological Studies
|
2007
|
vol. 45
|
issue 4
29-39
EN
The study aimed at evaluating of a dialogue as a technique of persuasion.The natural experiments were provided. According to the Elaboration Likelihood Model of Persuasion the way of persuasive communication (dialogue vs monologue) and kinds of the objects of persuasion were manipulated to observe the effects on peripheral attitudes changes and compliance. In two experiments, the dialogue technique appeared to be more effective than monologue one. Particularly, in groups of disadvantaged objects, the difference in attitudes was extremely evident: In dialogue conditions the attitudes were more favorable towards the 'suspicious' objects and more congruent with agitators' opinions than in monologue conditions. The rule of friendship is likely to be the potential mechanism of the observed efficiency of the dialogue.
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