1994 Volume 34 Issue 2 Pages 195-201
The present study was designed to examine sex differences in the acceptance or rejection of the persuasive communication. Two factors were involved in the experiment; i. e., the amount of the pressureof message (low or high), and the sex of subjects, which constituted a 2×2 factorial design. After the subjects were exposed to proattitudinal message, the effects of message were measured in various aspects by using a questionnaire. Sex differences were obtained in the cognitive responses (favorable thoughts). Interaction effects between the pressure of message and the sex of subjects were found in the measures of cognitive responses (favorable thoughts and unfavorable thoughts) and the evaluation of communicators. These results showed that sex differences in influenceability tended to be found in the high pressure message. Finally, mechanisms of sex differences in influenceability were discussed.
