Sagarin, Brad J., 1966-
Ph.D. (Doctor of Philosophy)
Department of Psychology
Within the domain of attitude change, swearing has been shown to positively impact persuasion partially by increasing perceived speaker depth of feeling. The present studies looked into another potential mediator of the relationship: dynamism. Dynamism is the degree to which the audience admires and identifies with the source’s attractiveness, power, or energy. Two studies were conducted, the first manipulating where in a pro- or counter-attitudinal speech swear words were used. The pro-attitudinal conditions replicated previous findings with swearing at the beginning and end leading to higher levels of attitude change. It was found that swearing affected dynamism and depth of feeling in a positive way and these variables may mediate the relationship between profanity and persuasion. The second experiment manipulated the power of the swear words. Contrary to the hypothesis, the strong swear words had the same effect as the weak swear words.
Scherer, Cory R., "Indecent influence : what mediates the relationship between swearing and persuasion" (2006). Graduate Research Theses & Dissertations. 3539.
vii, 89 pages
Northern Illinois University
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