Effect of Perceived Expertise, Strength of Advice, and Environmental Setting on Parental Compliance

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Abstract
The present study investigated the effect of perceived level of communicator expertise (“Dr.” vs. “Mr.”) and strength of advice (positive vs. neutral) on behavioral compliance with a psychologist's recommendations in two environmental settings (school and clinic). The sample consisted of 96 white, middle-class, mother-child pairs. All children were individually tested. Immediately following testing, the psychologist met with each mother and made a “standard” recommendation that she purchase a book. Results indicated that compliance with the recommendations varied directly with perceived level of expertise and strength of advice. However, setting was found to have no significant effect on compliance. These findings suggest that a doctoral level psychologist may be preferred when job characteristics involve influencing the public.

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