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Personality and Social Psychology Bulletin, Vol. 7, No. 2, 344-352 (1981)
DOI: 10.1177/014616728172026
© 1981 Society for Personality and Social Psychology, Inc.

If Laboratory Research doesn't Square with you, then Qube it

The Potential of Interactive TV for Social Psychological Research

Sharon Wolf

Morehead State University

Bibb Latane

Ohio State University

Qube, a new form of interactive cable TV, was used to test hypotheses about social influence derived from social impact theory (Latané, 1973, 1981). Results showed that audience responses were affected as predicted by the number of persons advocating a position. However, predicted effects for the immediacy of the influence sources (close-ups versus distant shots) were not found. The potential and limitation of interactive television as a medium for fundamental research are discussed.


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