Beauty and the Machiavellian |
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| Authors: | Robin N Widgery Richard S Ruch |
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| Institution: | 1. Professor of communication in the Industrial Administration Department , General Motors Institute , Flint, Michigan;2. Assistant dean and director of graduate studies at the College of Business Administration , Kansas State University , Manhattan, Kansas |
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| Abstract: | The purpose of this experiment was to measure the effects of source physical attractiveness and receiver Machiavellian tendency on receiver attitude change. Subjects were asked to read a persuasive message written by a physically attractive or unattractive source. High and low Machiavellian subjects were randomly assigned to the two attractiveness conditions. Pre‐ and post‐manipulation measures were made to assess attitudes toward the persuasive message. A significant attractiveness effect was obtained—the attractive source being found more persuasive. Moreover, a significant Machiavellian × attractiveness interaction effect was obtained. While low‐Machiavellian subjects were greatly influenced by the attractive source, high Machiavellians were not. |
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| Keywords: | Communication competence loneliness roommate rapport academic success student retention |
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