Did the host’s reaction have a greater effect on final attitude to color therapy through its interaction with audience response or its impact on the guest trustworthiness?What is the direct effect of initial attitude on color therapy to final attitude on color therapy? What is the total indirect effect of initial attitude on color therapy to final attitude on color therapy? (HINT: there are MANY indirect paths.) Are you surprised at the relative magnitudes of the direct and indirect impacts? RQ3: Process of Reaction Shot InfluenceTo understand the process through which reaction shot valence influences atti-tudes, we used the structural equation modeling program AMOS to model therelationship among the following variables: initial attitude toward color therapy;attitude toward talk shows; host reaction valence, audience reaction valence, andtheir interaction; perceived similarity to the audience; the interaction betweenaudience reaction valence and perceived similarity to audience; perceptions ofthe host's and the guest's trustworthiness and expertise; perceived argument strength;average thought valence; and final attitude toward color therapy. In developingthe model, we considered the following three types of relationships: (a) those wewould expect to exist theoretically based on cognitive response models of persua-sion (e.g., initial attitude toward color therapy should impact perceptions of argu-ment quality and final attitude toward color therapy; perceptions of argumentquality should relate to final attitude toward color therapy; perceptions of sourceand arguments should contribute to cognitive response valence); (b) additionalrelationships that appeared in the data that were also theoretically consistent (e.g.,perceptions of guest credibility influencing perceived argument quality; percep-tions of guest expertise influencing perceptions of guest trustworthiness); and (c)relationships that appeared in the data that related to our hypotheses and researchquestions (e.g., the effect of the host-audience reaction interaction on cognitiveresponse valence; the effect of host reaction valence on guest trustworthiness).Host reaction and audience reaction valence were included as exogenous vari-ables. Error terms for each endogenous variable were set at 1.To arrive at our final model (see Figure 1), we systematically removed nonsig-nificant paths (p> .05). In the interest of parsimony, we also removed any variablethat did not either directly or indirectly affect final attitude toward color therapy(e.g., host likability). The goodness of the path model's fit to the data was judgedby several criteria: (a) a nonsignificant p-value for the chi-square test and a x²/dfratio of 2 or less; (b) a CFI (comparative fit index) or RFI (relative fit index) of .90or greater, as close to 1 as possible (Bentler, 1990); (c) an RMR (root mean squareresidual) as small as possible, and (d) an RMSEA (root mean square error ofapproximation) less than or equal to .05 for a close fit or .08 for a reasonable fit(Browne & Cudeck, 1993). Our resulting model fits the data well (x²= 37.61, df =46, p= .81; CFI= 1.00; RMR = .087; RMSEA = .000). In sum, the model suggeststhat host and audience reaction valences had their most notable influence on finalattitude toward color therapy through their interaction and its impact on averagethought valence. In addition, host reaction valence impacted perceptions of guesttrustworthiness, which influenced final attitude toward color therapy through itsimpact on perceived argument quality. Initial attitudecolor therapyAudiencereactionHostreaction24.6969.14.38GuestexpertiseHost/audienceinteractionHostexpertise.32Attitudetalk shows47&20GuesttrustFHosttrust1723.155124.13Averagethoughtvalence.37PerceivedargumentqualityFigure 1. Path analysis of variables influencing attitude toward color therapy.Final attitudecolor therapy

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ISBN:9780134477961

Author:Saundra K. Ciccarelli, J. Noland White

Publisher:Saundra K. Ciccarelli, J. Noland White

Chapter1: The Science Of Psychology

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Did the host’s reaction have a greater effect on final attitude to color therapy through its interaction with audience response or its impact on the guest trustworthiness?
What is the direct effect of initial attitude on color therapy to final attitude on color therapy? What is the total indirect effect of initial attitude on color therapy to final attitude on color therapy? (HINT: there are MANY indirect paths.) Are you surprised at the relative magnitudes of the direct and indirect impacts?