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B41 - How Narrator Gender Influences Perceived Persuasiveness of Third-Person Self-Talk Messages
Source characteristics play a critical role in shaping how messages are perceived and evaluated, even when message content is held constant.
B41 - How Narrator Gender Influences Perceived Persuasiveness of Third-Person Self-Talk Messages
Mentor: Darwin Guevarra, Ph.D
Source characteristics play a critical role in shaping how messages are perceived and evaluated, even when message content is held constant. Prior research suggests that individuals rely on social perception dimensions such as warmth and competence when forming judgements about communicators, and that gender can function as a salient cue influencing these perceptions.
The present study examines whether narrator gender influences perceived warmth, competence, persuasiveness, and effectiveness when message content is identical. It is hypothesized narrator gender will affect perceptions of warmth and competence, with the female voice demonstrating more perceived warmth and the male voice demonstrating more perceived competence, which in turn will influence persuasive outcomes.
Understanding how narrator gender impacts message perception is important for clarifying the role of source cues in persuasion. This research contributes to existing literature by isolating gender as the only varying factor, allowing for a more precise examination of its influence on social evaluation and communication effectiveness.