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Sex Differences in Influenceability

Toward Specifying the Underlying Processes

University of Iowa

Richard E. Petty

University of Missouri-Columbia

Sex differences in influenceability have emerged in the past when discrepant advocacies w ere accompanied by greater expertise in the subject matter by men or Women. Similarly we found that when men and women were asked if they agreed with another person's inaccurate (attitude-discrepant) evaluation, resistance was greater when prior knowledge was high. However, men agreed less than women, regardless of prior knowledge, when the other person's evaluation Was a(curate (attitude-congruent). These results suggest that for attitude-congruent advocacies, gender role influences socially' acceptable levels of agreeableness. Agreement with attitude-discrepant advocacies, however, appears to be more content-based.

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