The effects of perceived dominance in persuasion

Abstract

An experimental investigation of the relationship between communicator dominance and persuasion is reported. In the study, persuasion was examined as a function of experimental treatments that differed only in the perceived dominance of stimulus embedded within a text. Perceived dominance of the stimulus is operationally defined as the degree to which the stimulus makes the recipient feel submissive (high) or powerful (low). The experimental stimuli and the quantitative measurements of dominance are derived from affect control theory and a research tool that has been developed from that theory, the International Affective Picture System. The hypotheses were generally supported by the results of the data analysis. Relationships were found between perceived dominance and a) increased opinion agreement and b) increased trustworthiness of communicators. Possible implications for communication studies, as well as on research on affect control theory are discussed, as are limitations of the current research.