A Behavioral Assessment of Persuasibility: Consistency of Individual Differences

Abstract
A behavioral test of persuasibility is described involving ". . . measuring the opinion changes evoked when subjects are exposed to a series of ten persuasive communications, varying widely in topic and type of persuasive appeal." Based upon responses of 185 high-school students, the test has a reliability of .81. A factor analysis of the intercorrelations of the ten subtests indicates a general factor of persuasibility not wholly specific to the content of the communication or the type of appeal and reflected in reversals of previously influenced opinions when exposed to communications directed toward an opposing stand.