TY - JOUR
AU - Anderson, W., Thomas
AB - Abstract A fundamental principle of human communication is that source-receiver similarity promotes communication effectiveness. But do perceived source-receiver dissimilarities have instrumental value in enhancing the effectiveness of communication? This study demonstrates the application of a method for gauging the relationship between heterophily or source-receiver dissimilarity and communication effectiveness and for identifying relevant dimensions of homophily/heterophily in achieving effective communication. One hundred ninety-two Ss viewed three slides of widely-differing college males, to whom three pre-scaled neutral statements were randomly attributed. Measures were obtained of Ss ratings of themselves and these “sources” along twenty-one personal attributes, as well as their agreement (or disagreement) with the attributed statements. Perceived source-receiver distances varied across the three sources, as did the agreement measure of communication effectiveness. 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TI - Optimal Heterophily and Communication Effectiveness: Some Empirical Findings
JF - Journal of Communication
DO - 10.1111/j.1460-2466.1973.tb00952.x
DA - 1973-09-01
UR - https://www.deepdyve.com/lp/oxford-university-press/optimal-heterophily-and-communication-effectiveness-some-empirical-5XbXARrqtd
SP - 328
EP - 343
VL - 23
IS - 3
DP - DeepDyve
ER -