Short and long term consequences of reward and choice on the effectiveness of a persuasive communication

Abstract

The present experiment studied the effects of a persuasive communication on attitude change. The variables of reward and choice were introduced in an attempt to enhance the effectiveness of the communication, and maintain the resulting change in attitude over time. The Ss were mothers of 6 to 9 year old children. The experiment was disguised as a toy survey. The communication consisted of a tape recorded speech either about the benefits of skill toys or the importance of affection giving. The Ss were either asked to choose a toy from a display table or to tell if they had any of the toys in their own homes. Some Ss were rewarded by being promised a toy, while others were only thanked for their participation. The Ss were then asked to rate certain toys on a 7-point desirability scale. These questionnaire ratings were taken both before and after the Christmas holiday. A four-way analysis of variance was used on the questionnaire ratings of skill toys to test the effectiveness of communication, choice and reward variables over time. Both the communication (p <. 01) and the reward (p <.01) variables were found to be effective in producing attitude change. Th e choice variable did not prove to be an effective means of producing an attitude change. No significant interactions were found. A main effect of time (p < .05) was found in that all skill toys tended to be rated as less desirable over time. A comparison of the laboratory behavior of the ~s was indicated by their questionnaire scores, and their non-laboratory behavior as measured by the actual toy buying was made. It was found that laboratory behavior did not correspond to the behavior of the Ss outside of the laboratory.