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D S %Cho & Witte (2004)n Perloff (2003)\ %ǭ ‫ ݡ‬x ‫ غ‬ц F t L k [ Τ ժ x ǀ > ̾ 9 ɪ ‫ ؜‬T
:tUٰٕDS4t‫ܥ‬s\%˝4‫ט‬Ɍqsl˟4‫ט‬ɌxDZ‫ڕ‬FtΤ9ƏϰԀT3tU͞΁
DS4t&˯‫\־‬%BrX%Τժ[Əϰ̉x‫ۀ‬dtܵX\%ɾŪԀ‫؜‬Ɠx‫؜‬wW4ȜǍX
ǀ>̾9‫ئ‬t‹‘ŸUɪ‫؜‬Ft@UXqPS˳rutŵԅUx˟٠Ft@U[‫̉رۿ‬l͞
΁DS4t&
ĀÒ[٨ԢՒ[֒ϰXȖR>]%О[q5Wٜ˳·š“ɐ[В̴9ϗhD4U‫ؼ‬6q
5&FWwN%Ü˞ҦUƽ٥[ƼΤx͵ԫFt‫ޜ‬Ù‫͵ݏ‬ԫ‫&ޝ‬J[ܵ%Ü˞ҦUJ[·À
šŸxŒX͵ԫFt&JDS%ƽ٥XQ4S\ǀ>̾[‫ט‬ɌxDZ‫ڕ‬Ftq5XD%JuX
ɾFtŞĖԀWɾŪѕlԫFU45@UT3t&
‫ ڼ‬ʼ % ٜ ˳ [ Ԣ Ւ ‫ ݜ‬ȓ X 7 4 S ј Ԋ B u S 4 t ¸ ž Á U D S % Petty & Cacioppo (1986)
[ ռ Ϲ LJ ‫ ž ¸ ̉ ז‬Á ‫ ޜ‬Elaboration Likelihood Model: ELM‫ ޝ‬9 3 t & @ u \ % ٜ ˳ · š “ É
xǀ>Lǀ>̾9J[·š“ɐx̙țŪӘFtX\‫ޥ‬Q[Áɟ93t@Ux̢ɦD
L ¸ ž Á T 3 t & Û ˻ Á É Ÿ U ǜ ‫ ڸ‬Á É Ÿ T 3 t ‫ ޜ‬Ȃ 3‫ & ޝ‬Ù ‫ ͨ \ ־‬ƽ Ԁ T \ W < % Û ˻
Áɟ[жӑ9‫ބ‬4ȜǍ8rǜ‫ڸ‬Áɟ[жӑ9‫ބ‬4ȜǍhT%njÁɟ[ж‫֘ۏ\ۿ‬Ԁ
XȫƚFtl[Uֽ6ruS4t&Û˻ÁɟTٜ˳·š“ɐ9̙țŪӘBut[\%
ٜ˳É´9ǀ>̾UѮ<‫ۏܙ‬DS4S%ǀ>̾[‫ܙ‬Õˊ9‫<ބ‬%hL%ٜ˳·š“ɐ
x̙țŪӘFtǀ>̾[‫ז‬Ƈ9‫ބ‬4ȜǍT3t&@5DLȜǍ%ǀ>̾\ٜ˳·š“ɐ
[Šɱxq<ռϹ‫ޜ‬Ǔǝ‫ޝ‬D%q<Ә‫غ‬DLÒT%ٜ˳·š“ɐX‫̴ڋ‬Ft8ƽɾFt
8xųΡFt&JuXɾDS%ٜ˳É´X3hs‫ܙ‬ÕDS7rG%ٜ˳·š“ɐx̙
țŪӘFt‫ז‬ƇXàD4ȜǍX\%ٜ˳·š“ɐ[ŠɱxռϹDq5U\HG%ٜ˳·
š“ɐXýܲFtǜ‫ڸ‬Ԁ̾98sXȖR4S%‫̴ڋ‬lD<\ƽɾ[ųΡxFt&ǜ‫ڸ‬Ԁ
117
東洋大学「エコ・フィロソフィ」研究
Vol. 2
手がかりとしては、送り手の専門性、好意性、説得メッセージに挙げられている論拠数な
どが相当する。例えば、専門家のいうことだから正しいに違いないとか、専門家ではない
から正しくないだろうとか、論拠がたくさん列挙されているから正しいに違いないという
ように、いわばヒューリスティクス（経験に基づいて形成された、簡便な判断基準）に基
づ い た 判 断 を 下 す と い う こ と で あ る（ cf. Chaiken, 1980）。周 辺 的 手 が か り に 基 づ い て 判 断
を下した場合は、中心ルートの場合に比べて態度と実際に行動との関連性が弱いことが明
らかにされている。
受け手に説得メッセージを提示する際には、しっかりその内容を理解し、賛同してもら
う こ と が 必 要 で あ る 。そ う 考 え る と 、上 記 の よ う に 説 得 メ ッ セ ー ジ を 構 成 す る だ け で な く 、
さらに、説得テーマに対する受け手の自我関与度を高め、受け手が説得メッセージを精査
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Petty & Cacioppo (1986)の精査可能性モデ ル
118
Ӟȟ۴̯‫؜‬ƓxĦFLk[ԭĊ˻ӘɚԀ{­Ãə Ftq5XĦF@Ul˼‫ر‬T3t&Ӟȟ۴̯‫؜‬Ɠ[ȜǍ%ǀ>̾[‫ܙ̵פ‬Õˊx‫ބ‬ktÌ
Q[Τѕ\%ȊӗѺτƚXqtȊӗc[̗˧‫۝\ݒ‬4ʁϨ[@UT\W<%wuwu[Θ
Ơʼ˯%lD<\ɑnɛ[×þX‫ܙ‬wPS<t@Ux˟٠Ft@UT3v5&
öX˧‫ݒ‬xÕ6tܵ[ީQ[ƴӘ
Į ö ‫ ݒ ˧ [ ܘ‬X Q 4 S %Ŵ [ ‫ ˊ ع‬8 r α r 8 X D S 4 t [ 9 Cialdini(2001)T 3 t &˩ \ %
‫פ‬rl‫ڀ‬ȩȜ‫ݏ‬X;wPS%ɪܵXV[q5W̾аxӢ4S%‫ۅޜ‬s̾[ϗjq5W‫ݩޝ‬
ɫ[ƽ́x˘:ūDS4t8xƸÕ‫ظ‬ɺDL&ԭĊ˻ӘɚX7>t٨ɪ‫֒[ݾ‬ϰlƉǝD
W9r%öX˧‫ݒ‬xÕ6tƴӘxީQXŭ‫ݨ‬DS4t&FWwN%‫ڽ‬ț̉%‹µšŸ·Å
ŸUÌ‫̉ځ‬%ԭĊԀًα%Ɂ̤̉%ЗɌ%ʳʆ̉T3t&
(a)‫ ڽ‬ț ̉ (reciprocity) @ u \ ì ̑ ̉ %ì ۶ ̉ U l ‫ ن‬B u t l [ T %4 w o t 7 ‫ ڽ‬D [ ƴ Ә
T3t&3tö8rΊͺxǀ>LȜǍ%Juxַ̏Ẋ4%J[˯%J[ö9ȀPS4L
r7‫ڽ‬DXΊͺDS3?tU45@UT3t&@u\%ö‫ܘ‬9̃۟WӠџx‫ۅ‬tLkXӠ
iūDS:LԭĊԀ‫ش‬ձT3s%wuwu\ԭĊԀɚֹXqPS@[‫ش‬ձx‫ڣ‬XQ>S:
S 4 t &Ӏ X Ȁ P S 4 t ӄ ё T \ W < S l %Ɂ ̤‫ ޜ‬Kenny, 1994‫ޝ‬n ‫ פ‬ʯ ‫ ܖ‬ԫ‫ ޜ‬ɠ ؐ , 1994‫ޝ‬
WVX74S%wuwu9‫ڽ‬țԀX‫؜‬ƓFtŅǑX3t@Ulαr8XBuS4t&
ö X ˧ ‫ ݒ‬x Õ 6 t Ȝ Ǎ X \ % @ [ ‫ ؜‬Ɠ § — Å x ‫ ̾ ۇ‬X ƿ t @ U X W t & Cialdini(2001)9
֍ ù D S 4 t é ğ \ %3 t ɤ Γ ǿ Ė [ Ī ‫ ־‬9 ɴ ý ‫ ܼ ܂‬k [ L k X ‫ ױ‬Ϧ x l P S Փ Ѽ X ‫ ؜‬: %
Ì‫گ‬GQՓѼŵӢ‫־‬X۴PSЧ<U45l[T3t&lNvy­Â”ÅŸDS۴tU45
ˢxƿPS4t[T3t9%‫ױ‬xѹBuSDzyT4tŵӢ‫־‬XɾDS%J[Ī‫\־‬%J[
7‫ڽ‬DXʆDTl448rɴýxDS<uW48U‫ݠ‬j[T3t&ȯ<[ö\HP8<4
4йŭXWPL[X%ɐWйŭXBHru%BrXʅ‫܈‬lѹBCtx˳W4й͝NXBH
ruSDh5[T3t&
(b)‹ µ š Ÿ · Å Ÿ (commitment) ‹ µ š Ÿ · Å Ÿ U \ % 3 t @ U X ‫ ܙ‬w s x l Q @ U T 3
t&ŞĖԀX\%3t@Ux‫؜‬5Uɬ‫ؼ‬Ft%ɪܵX3t@Uxɉkt%ֳǐFtWVT
3t&wuwu\%‫פ‬ŭ[‫؜‬Ɠ9‫ݴ‬ʌÌ‫ځ‬DS4t@U%‫ؼ‬PL@UU‫؜‬PS4t@UX
ΙǍ̉93t@UXĢijx74S4t[T%ɪܵX‫ۀ‬dL@Un‫؜‬PL@UXǍ‫ק‬Ftq
5WˢTJ[˯[‫؜‬Ɠ9‫ش‬ɦBunF4U45@UT3t&DL9PS%˧‫ݒ‬xÕ6tļ
U D S \ % ǀ > ̾ X U X 8 < + Yes, U ‫ ؼ‬w H S D h 5 @ U % 3 t 4 \ % ‫ ۏ ܙ‬F t N p P
UDL‫؜‬ƓxɪܵX‫؜‬wHt@U9%J[˯[ǀ>̾[‫؜‬ƓX˧‫ݒ‬xÕ6tLk[‫ޤ‬Q[
ΤժXWtU45@UT3t&
(c)ԭ Ċ Ԁ ً α (social proof) ‫ ׆‬: ̭ u W 4 ‫ آ‬Ӗ T 3 t 9 % ȯ < [ ü ‫ ؜ [ ־‬Ɠ § — Å 9 ԭ Ċ
ԀWФDBxˢ̴FtU45@UT3t&ӀX‫פ‬ŭ[ֱ8uLӄё9ϊηTV[q5X‫؜‬
Ɠ D L r q 4 8 w 8 r W 4 U :‫ ޜ‬Ȋ Ó ‫ ؞‬X İ u S 4 t ö 9 4 S %Ƌ > t d : 8 V 5 8 ̖ j ‫ޝ‬%
ǜȁX4tü‫؜[־‬Ɠx‫س‬S%‫פ‬ŭ[‫؜‬Ɠ§—Åxцkt@U93t&J[U:%ü‫[־‬
‫؜‬Ɠ9ԭĊԀWًαXWPS4tU45@UT3t&Qhs%ȯ<[ü‫؜[־‬Ɠ§—Å9
Ф‫غ‬T3tUųΡFtU45@UT3t&İuS4tö94Slǜȁ[‫؜ی‬ö9iyW‫ی‬
sۘ;S‫]>؜‬%
+ L M ɹ S 4 t M > W y M ,U ų Ρ D S %‫ פ‬ŭ l ‫ ی‬s ۘ ; t U 4 5 @ U T
3t&‫ۇ‬X%öM8s9T:S4u]%ėMv5U̇PS‫פ‬ŭl‫>ݻ‬ɴs%Û[q5Fx
119
ϪњȲɚ+€‹È«|Õ«|,ԢՒ Vol. 2
Ď5@UXWt&wuwu\ü‫؜[־‬Ɠ§—Å[˧‫ݒ‬xǀ>SDh5U45@UT3s%
ü‫؜[־‬Ɠ§—Å9ԭĊԀW‫ش‬ձxět@UXWt&
(d)Ɂ ̤ ̉ (likability) @ u \ % ü ‫ [ ־‬ö ˡ L s [ q B % Ѻ ǡ B % ‫ ވ‬Ƈ [ @ U T 3 t & w u
wu\%Ì‫׭‬ԀX‫פ‬ŭXɾDS³|¬XͭDS<utöXɾDS%@Nrlԍ̾[ϗ
jq5X‫؜‬ƓDnF<Wt&DL9PS%öX˧‫ݒ‬xÕ6tܵX\%ǀ>̾8r‫س‬S‫ވ‬Ƈ
ԀW%Ɂ̤ԀẊwutq5W‫ۅ‬s̾T3t˼‫ر‬93tU45@UT3t&@uX\Ȯ‫س‬
ԀWɱɋM>TW<%öU[ͭDΤU45ԭĊԀ‘…ÁlǕhut&
(e)З Ɍ (authority) З Ɍ \ % 3 t ‫ ݜ‬ȓ X 7 4 S ɿ ‫ ܔ‬Ԁ ԝ ٰ x l N % ԭ Ċ Ԁ X ٕ k r u L ‫ބ‬
4ȊĒXʈ<@UXqPS˳rut&JDS%ȯ<[ö\%ЗɌxlPLö8r˧‫ݒ‬xǀ
>nF4ŅǑ93t&ƞʴ%Ԑ‫ٵ‬ʴ%˓‫ٵ‬ȧ%ˑճȧ%ÔƓӡܑɦȧWVՇ([ɿ‫ܔ‬Ԁ‫ډ‬
Ͽ93s%J[ϓ‫ډ‬Ͽ‫[־‬ÛTlƦ‫ڗ‬DLö9ЗɌxlQ@UXWt&ЗɌ‫־‬9˧‫ݒ‬Ƈx
lQ[\%ǀ>̾9J[ЗɌ‫־‬XɾDSƦ‫ڗ‬DLɿ‫ܔ‬Ԁ‫ז‬ƇxٰٕFt8rT3t&J[
Lk%˧‫ݒ‬xÕ6tļ\%ЗɌXȖR4L˧‫ݒ‬ƇxӼ͹FtLkX%‫ډ‬ϿًxȣX˞PL
s%¦šnܱֆ՜xý>Ls%ŷϔxԖLsDS%‫פ‬ŭ[‫ז‬Ƈxü‫־‬X{ªÉÁFt&
BrXJ[˧‫ݒ‬Ƈx‫ބ‬ktLkX\%ɿ‫ܔ‬Ԁԝٰ9‫ٹ‬ɶT3t@UxԫF@UśX%‫פ‬ŭ
[ŵԅ[LkT\W<ǀ>̾[@UẋPSǀ>̾X{ ¦}‘DS4tU45q5X͡
t‫׫‬PS%ǀ>̾8r[Ī‫ݠ‬x˳S7<˼‫ر‬93t&
(f)ʳ ʆ ̉ (scarcity) Ӏ X ‫ ڀ‬ȩ Ȝ ‫ ݏ‬X 7 4 S Ӣ 4 r u t ‫ ر‬Ǿ T 3 s % Θ ‫ ܥ ܁‬ɦ % ϙ ‫ ܥ ܘ‬ɦ U
45q5X%ѫ‫פ[־ڇ‬ӤxȾ5@UT3t&Ǭǥ‫܁‬9ʆW8PLs%‫ڀ‬ȩϙ‫ܘ‬9ԟ<S
W8W8̾XŖuX<8PLsFtU%ѫ‫\־ڇ‬4QTlɁ:WM>‫څ‬5@U9T:tU
45‫פ‬Ӥ9ȾwuLq5X̧E%‫ۇ‬X‫̤څڒ‬Рx8:՚SruSDh5[T3t&@[‫ג‬
ο X \ % Brehm & Brehm (1981)9 ͞ ΁ D L ˻ Ә Ԁ À { ‡ — Å ‘ 9 ɕ ȉ D S 4 t U ֽ 6 r u
t&Ӟȟ۴̯‫؜‬ƓX‫ۏܙ‬BHu]%øF=Xê۹ƚҥֈͨūx͇ŷDW>u]%ΘƠʼ˯
X\×ӨԀ‫ش‬ЖT͋:ʮDWrW4ӄёX‫ܩ‬PSDh5U45q5X%μ‫ܘ‬ԀӋç9W4
@Ux͞΁Ft@UXWv5&
ǀ>̾[‹µšŸ·ÅŸx‫ބ‬kt
@ur 6 Շ[˧‫ݒ‬Ƈ[ÛTӞȟ۴̯‫؜‬ƓxĦFLkXџӢT:tUֽ6rut[\%‹
µ š Ÿ · Å Ÿ U ԭ Ċ Ԁ ً α T 3 v 5 &@ [ 2 Ҧ X Q 4 S %Ӟ ȟ ۴ ̯ ‫ ؜‬Ɠ U ‫ ۏ ܙ‬B H W 9 r %
J[џӢΤѕXQ4Sֽ6SiL4&ǀ>̾[‹µšŸ·ÅŸx‫ބ‬ku]%JuUÌ‫̉ځ‬
xĩQˢT%ǀ>̾[‫؜‬ƓX˧‫ݒ‬xÕ6t@U9T:tq5XWt&ǀ>̾X‹µšŸB
Ht@U\%V[ՄˊƏϰ93t[Mv58&‹µšŸ·ÅŸxŵӢDL‫ر‬٢ͅѕ‫ޜ‬hL
\‫֘ۏ‬Ԁ˧‫̾ݒ‬а‫ޝ‬UDS«šŸÈ}ÅÈŽÈ {ѕ%ÃÉȲÉÁѕ93t&4Gul
ǀ>̾[́٩xƏϰԀX˘:ūFLk[ͅѕT3t&
« š Ÿ È } Å È Ž È { ѕ (foot-in-the-door method)U \ % ǀ > ̾ X 2 а ܱ T ņ : 8 > t
[T3t9%դ‫ޤ‬ġ‫\ݠ‬ǀ>̾[‹µšŸ·ÅŸx‫ބ‬ktLk[٘4лT3s%դ 2 ġ‫ݠ‬
9 Ŏ ( ‫ ۅ‬s ̾ [ Ԋ Е U D S 4 L ġ ‫ ݠ‬T 3 t ‫ ޜ‬Ȃ 4‫ & ޝ‬ğ 6 ] % Freedman & Fraser (1966)[
ɪ‫ݾ‬X74S\%դ 1 ġ‫ݠ‬UDS%ò‫ی‬ɠŗlD<\Ȋȓ[ӞȟֵƚX‫ܙ‬Ft‘šƒÉ
xӐ‫ܙ‬ŒnՖX‫ڈ‬PSlr5q5̹Ŵ‫ك‬ǭDL&J[ 2 ‫˯ܘې‬%Ŵ[ġ‫־ݠ‬9ˌŒXò‫ی‬
120
Ӟȟ۴̯‫؜‬ƓxĦFLk[ԭĊ˻ӘɚԀ{­Ãə ɠŗ[Ȳ:4՚SԐϬx՚Stq5ġ‫ݠ‬DL&ϑŲ8r՚SԐϬx՚Stq5ġ‫ݠ‬DL‹
Å Ÿ Ã É Á ֶ [ ́ ٩ ӑ 16.7%X ж d %« š ŸÈ} ÅÈŽÈ { ѕ x Ӣ 4 L Ȝ Ǎ \ 47.4޾ 76.0%
T3PL&ġ‫ݠ‬É´9ǏET3s‫ޜ‬2 ǽ[ġ‫ݠ‬Ulɠŗۖ‫ޝک‬%ġ‫ݠ‬é‫ݖ‬9‫ݨ‬ďDS4
teV‫ƒš‘ޜ‬ÉU՚SԐϬ‫́ޝ‬٩ӑ[‫ބ‬4@U9‫س‬ūBuL&
« š Ÿ È } Å È Ž È { ѕ 9 Ə ϰ Ԁ W Ә Ӥ U D S \ % ‫ פ‬ʯ ԝ ‫ ض‬Ә ٥ (Bem% 1972)% Ì ‫ځ‬
̉ Р о ‫ ޜ‬Cialdini, 2001‫ ޝ‬% ԭ Ċ Ԁ ‫ ش‬ձ W V 9 ͞ ΁ B u S 4 t 9 % ‹ µ š Ÿ · Å Ÿ l J [ ‫ޤ‬
QT3t&Qhs%‘šƒÉx‫ڈ‬tU45‹‘Ÿ[ж‫ګ‬ԀʅB4‫؜‬Ɠx‫؜‬5@UXqP
S%ò‫ی‬ɠŗlD<\ȊȓֵƚX‫ܙ‬wPL@UXWs%J[‫פ‬ŭ[‫؜‬ƓXĦButˢT%
դ‫ޥ‬ġ‫[ݠ‬՚SԐϬXĺEnF<WPLU45@UT3t&
Burger (1999)\ % · — ŭ ϭ x ‫ ی‬E S « š Ÿ È } Å È Ž È { ѕ [ Ə ϰ 9 ‫ ބ‬h t ‫ ر‬Ǿ U D
S %(a)դ 1 ġ ‫ [ ݠ‬ٟ ‫ ݡ‬x ǀ > ̾ X ‫ ؜ ے‬B H t %(b)J [ ‫ ˯ ؜ ے‬X %ǀ > ̾ 9 ‫ ط‬Ů W ö 3 t 4
\ Ҳ ˻ W Ί ͺ ‫ ־‬T 3 t U α Ԥ X ¿ ¯ Á ý > F t %(c)դ 1 ġ ‫ ݠ‬x Ő ŭ X ‫ ؜ ے‬B H S ǀ > ̾ [
‫ ܙ ̵ פ‬Õ ˊ x ‫ ބ‬k t %(d)դ 1 ġ ‫ ݠ‬U ‫ ۏ ܙ‬R > S դ 2 ġ ‫ ݠ‬x ‫ ؜‬5 @ U x ͠ ? S 4 t &@ u r
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