Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/66864
Title: Every man for himself : examining the effects of self-interest on persuasion
Authors: Chow, Li Ying
Kong, Wei Yi
Ng, Vanessa Xin Hui
Tay, Matthias
Keywords: DRNTU::Social sciences
Issue Date: 2016
Abstract: To understand the persuasiveness of straight allies in advocating for their homosexual counterparts, a 2x2 between-subjects factorial study was used to test for the influence of sexual orientation and position advocated on attitudes toward message source and content. Conducted over the span of two weeks, 211 respondents from Nanyang Technological University participated in the study. Results concluded that sexual orientation of the message source plays a critical role in persuading audiences into buying an advocacy message, with consideration given to the source’s perceived self-interest and position advocated within the message.
URI: http://hdl.handle.net/10356/66864
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)

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