Need for Approval as Related to the Effects of Persuasive Communications on Actual, Reported and Intended Behavior Change—A Viable Predictor?

Abstract

Need-for-approval scores were examined for possible relationships with various persuasive appeals, including one in which the social-approval content was predicted to have maximal effect on Ss high in need for approval. The study was conducted in the context of a large project in a natural setting ostensibly for the purpose of improving dental hygiene. Dependent measures included behavioral as well as reported responses in all experimental conditions. Although a trend in the predicted direction was obtained for the intention-to-behave measure, need-for-approval scores generally failed to predict the significant changes that were obtained. Implications of utilizing personality measures such as this one as related to attitude-behavior change are discussed.

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