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Communication Research
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Individual Differences in Responses to Social Influence Attempts

Theory and Research on the Effects of Misanthropy

EUSEBIO M. ALVARO

MICHAEL BURGOON

A propositional framework, drawing on social-cognition models and explaining how highly misanthropic individuals respond differently to influence attempts, is advanced. A pilot study (N = 893 adults) was completed to answer specific research questions, determine the psychometric adequacy of the measurement model, and empirically test key assumptions of the theoretical formulation. Then, five theoretically derived hypotheses about message reception and acceptance were tested in two separate research efforts (N = 215 and 202 adults). Three additional hypotheses were tested and replicated concerning the positive relationship between misanthropy and the avoidance of health care. Support for all hypotheses was obtained. In addition, results indicated that, as suggested in past research, respondents high in misanthropy report higher actual incidence of stress-related diseases. Discussion of the theoretical import of these results for social influence researchers as well as the practical utility of the findings to people interested in developing mass-mediated disease prevention and control campaigns is offered.

Communication Research, Vol. 22, No. 3, 347-384 (1995)
DOI: 10.1177/009365095022003004
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