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Computer-mediated communication and persuasion: Peripheral vs. central route to opinion shift

机译：计算机介导的沟通和说服力：意见转向的外围与中心路线

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摘要

Objective of this research was to investigate the differences between face-to-face communication and computer-mediated communication regarding opinion change in small group decision-making. We hypothesized that people in a discussion through computer-mediated communication accede to cognitive processes that could facilitate resisting the effects of a persuasive message. Participants were 108 degree students with a mean age of 21.5 (range 19-26): 51 males (mean age = 21.5) and 57 females (mean age = 21.4). Subjects had to discuss in a small group (three to five people) an issue given by the experimenter related to a fictitious reorganization of the university refectory. Subjects were randomly assigned to two experimental conditions: face-to-face small group discussion and computer-mediated (chat) small group discussion. At the half-way point in the discussion the experimenter introduced a new piece of information supplied by an influential source. The piece of information was in contrast to the prevailing opinion in the group. Results show that there were fewer opinion changes in the chat condition (subsequent to the introduction of the persuasive message) than in the face-to-face condition. According to Petty and Cacioppo's Elaboration Likelihood Model (1986), we argue that discussion via computer could possibly activate the central route more easily than discussion face to face.
机译：这项研究的目的是调查小组决策中面对面交流与计算机介导交流在观点改变方面的差异。我们假设在讨论中，通过计算机介导的交流的人们同意了认知过程，这可能有助于抵制说服力信息的影响。参加者为108名学位学生，平均年龄为21.5（范围为19-26）：男51名（平均年龄= 21.5），女57名（平均年龄= 21.4）。受试者不得不分小组讨论（三到五个人）实验者提出的与大学食堂的虚拟重组有关的问题。受试者被随机分配到两个实验条件：面对面的小组讨论和计算机介导的（聊天）小组讨论。在讨论的中途，实验者介绍了由有影响力的来源提供的新信息。这条信息与该小组的普遍看法相反。结果表明，与面对面交流相比，聊天条件（引入有说服力的消息之后）的观点变化更少。根据Petty和Cacioppo的详尽阐述可能性模型（1986），我们认为通过计算机进行的讨论可能比面对面的讨论更容易激活中心路线。

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