Authors
Ng Xin Hui, Vanessa Kong Wei Yi, Chow Li Ying, Tay Matthias
Supervisor
Assoc Prof Benjamin Hill Detenber
Year
2016
Abstract
The study seeks to examine the impact of message source and content on audiences receiving messages that advocate or oppose workplace protection laws. Drawing on source credibility theory, this study compares levels of perceived self-interest and persuasiveness between heterosexual and homosexual advocates.
To understand the persuasiveness of straight allies in advocating for their homosexual counterparts, a 2×2 between-subjects factorial study was used to test for the influence of sexual orientation and position advocated on attitudes toward message source and content.
Conducted over the span of two weeks, 211 respondents from Nanyang Technological University participated in the study. Results concluded that sexual orientation of the message source plays a critical role in persuading audiences into buying an advocacy message, with consideration given to the source’s perceived self-interest and position advocated within the message.
Click link to view
http://hdl.handle.net/10356/66864