態度改變的研究一般多從訊息來源、訊息本身、訊息接收者三個傳播成份來探討。過去關於訊息來源的研究，所指的訊息來源多是指訊息傳播者。事實上，訊息來源的影響除了是「傳播訊息的人」之外，亦可以是「訊息所依據的來源」。故本研究將訊息來源區分為以上二者，以了解不同身份的傳播者與不同的立論基礎對於訊息接收者的說服影響，此外還探討了數字在說服訊息中所扮演的角色。

本研究採2 * 3 * 2 的多因子實驗設計，共12組，以政大的學生為受試，每組3 0人，共360人，男女各半。操弄的變項如下( 1 )傳播者的身份(博士、高中學歷者) (2) 立論基礎(個人親身經驗、調查研究結果、理論) ; ( 3 )訊息內容呈現方式(數字呈現、描述呈現)。採用的說服議題(ISSUE )是「冒險偏好高的人不適合擔任義消」，並根據所操弄的變項而設計12個不同版本的說服訊息，在給各組受試者看過後，以自編的問卷測其態度。統計分析的方法包括：三因子變異數分析、相關等等。

研究主要結果如下：

1 .學者提出的訊息比非學者更具說服力。

2 .當傳播者不是學者，而且訊息中不合數字時，個人的親身經驗比理論有說服力。

3 .以理論為立論基礎，而且不含數字的訊息，由學者提出比由非學者提出更具說服力。

4 .當傳播者不是學者，卻以理論為立論基礎時，含有數字的訊息比不含數字的訊息有說服力。

一、中文部份
中國時報 意見橋 民國78年11月1日
民生報 婦女版 民國78年10月27日
李美枝 (民75 )社會心理學 大洋出版社
張老師月刊 (民78) 98期 統計數字的魔術與迷陣
楊國樞、文崇一、吳聰賢、李亦園 (民67 ) 社會及行為科學研究法 東華書局

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