Every man for himself : examining the effects of self-interest on persuasion

• Main Authors: Chow, Li Ying, Kong, Wei Yi, Ng, Vanessa Xin Hui, Tay, Matthias
• Other Authors: Benjamin Hill Detenber
• Format: Final Year Project
• Language: English
• Published: 2016
• Subjects: DRNTU::Social sciences
• Online Access: http://hdl.handle.net/10356/66864
• Institution: Nanyang Technological University

To understand the persuasiveness of straight allies in advocating for their homosexual counterparts, a 2x2 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.