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  • The Effect of an Audience u...
    ZIMMERMAN, CLAIRE; BAUER, RAYMOND A.

    Public opinion quarterly, 01/1956, Letnik: 20, Številka: 1
    Journal Article

    To test the hypo that an individual's memory of experiences or information to which he has been exposed is influenced by his conception of what will interest or please the audience to which he is to present his impressions, the following experiment was devised: 4 groups of S's were read a statement containing arguments for & against raising teachers' salaries. 2 groups had been told that they were to speak on the subject before a taxpayers' org presumably hostile to such increases; the other 2 groups had been told that they were to speak before a teachers' org presumed to be favorable. Of each pair of groups one was to speak in favor of raising teachers' salaries & one against such action. Thus there were 2 groups which expected to speak to a hostile audience & 2 to a friendly audience. These 4 groups were tested twice regarding their memory of the points included in the statement, once immediately after hearing it & the 2nd time 2 weeks later. Whereas there were no signif diff's in the performance of the 4 groups on the 1st occasion, the 2nd test showed a marked tendency in all the groups to remember a much larger number of the arguments pleasing to the group they expected to address. IPSA.