THE MICROENVIRONMENT OF ATTITUDE-CHANGE

Studies of social influence have suffered from limitations in availabl e data resources. Consequently, they usually have either failed to con sider the dynamic nature of attitudes or have specified the social env ironment in some restricted way. This article evaluates a dynamic mode l of attitude change that includes direct information on individuals n amed as political discussants. Using party identification as an attitu de subject to social influence, several findings are advanced. Politic al discussants are shown to significantly affect change in party ident ification. In addition, these effects are enhanced or inhibited depend ing on characteristics of the discussion partners, the nature of the r elationship, and properties of the interaction. The nature of the rela tionship interacts with the other components in some interesting and s urprising ways as well. Overall, the results show that intimacy and re spect are more important deter-minants of social influence than previo usly given credit.