Social Influence and Ethnicity of the Communicator

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Abstract
The purpose of the investigation has been to test the generalization of the effect of ethnicity of communicator on social influence. Whereas previous studies have focused on groups of public school students being exposed to an older communicator in a school setting, in the present study the influence attempt was person-to-person in the apartment dwelling of the minority person. Two college age males—one a Chicano and the other an Anglo—served as communicators. The two communicators presented positive or negative appeals to 116 Chicano adults (70 females, 46 males). The results indicated that, although the Ss reacted equally positively to both communicators, they were more likely to respond to the request of the Anglo communicator.

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