Apathetic and neutral audiences: A computer simulation and validation

1 June 1972

journal article
research article
Published by Taylor & Francis in Speech Monographs

Vol. 39 (2) , 105-113
https://doi.org/10.1080/03637757209375744

Abstract

This research sought (a) to distinguish between the concepts of apathy and neutrality toward contemporary issues, (b) to model, via computer simulation, apathetic and neutral audiences in order to predict reactions to persuasive messages, and (c) to validate, by means of both attitude and behavioral measures, the efficacy of the model. A computer program was developed and modified by data gathered in the field. The program provides recommendations for messages which can be presented to audiences in order to test their effectiveness. Neutral individuals and apathetic individuals shifted attitudes significantly in this study. A measure of “commitment to action” revealed mixed responses.

Keywords

This publication has 4 references indexed in Scilit:

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