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| Autor/inn/en | Curtis, Dan B.; Kline, John A. |
|---|---|
| Titel | Effects of Message Organization on Attitude Change, Comprehension, and Retention. |
| Quelle | (1973), (9 Seiten)
PDF als Volltext kostenfreie Datei |
| Beigaben | Tabellen |
| Dokumenttyp | gedruckt; online; Monographie |
| Schlagwörter | Tagungsbericht; Attitudes; Communication (Thought Transfer); Educational Research; Information Theory; Listening Comprehension; Organization; Persuasive Discourse |
| Abstract | The purpose of this study was to measure possible differences in comprehension, retention, and attitude change resulting from presentation of three versions of an oral persuasive message which varied in organizational structure to subjects differing in organizational ability as determined by the Goyer Organization of Ideas Test and an intelligence test. Variety in organization was achieved by preparing an adequately structured message, then rearranging its units into a random and a reversed version. Subjects were 246 college students enrolled in an introductory course on speech communication. Tests of attitude change and comprehension were developed and administered to all subjects. Three intact classes (one for each message treatment) of 49 students completed the same comprehension test three weeks later as a retention test. The results show that an organized message promoted greater comprehension of the material than a randomly assigned one. No significant differences in attitude change or in retention were found among the three groups although a high positive correlation between comprehension and retention was indicated. The study fails to support the assumption that a well-organized speech is more persuasive than a poorly organized one. (TO) |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
| Update | 2004/1/01 |
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