Audience Reaction and Its Effect On Perceived Expertise
- 1 January 1975
- journal article
- Published by SAGE Publications in Communication Research
- Vol. 2 (1) , 79-85
- https://doi.org/10.1177/009365027500200105
Abstract
A hypothesis derived from Festinger's (1954) social comparison theory suggests that in circumstances of uncertainty or ambiguity the perception of a speaker's expertise will be liable to influence by the reactions of an "audience. " As a test of this prediction two groups of subjects were presented with a televised lecture on a technical topic with which they were unfamiliar. One group saw the lecture with positive audience reactions inserted and one with negative audience reactions. In the negative condition the lecturer was rated as less expert (pKeywords
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