Persuasion and Emotional Response: A Cross-Cultural Study

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Abstract
In this experiment we exposed small groups of Japanese university students to persuasive communications dealing with the Cuban situation, recorded galvanic skin responses while they listened to the arguments and measured their attitudes after exposure to each of the communications. The data were examined for relationships between initial attitude, emotional response to persuasion, and attitude change. This study was part of a larger program of experiments designed to determine the responses of Japanese university students to persuasive communications under varying conditions of exposure.