International Journal of Economy, Management and Social Sciences, 2(9) September 2013, Pages: 676-679

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International Journal of Economy, Management and Social Sciences

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The Relationship of Social Anxiety and Positive and

Negative Affects with Persuasion Knowledge
Hojat Alah Tahmasebian 1, Mohammad Mehdi Jahangiri *2, Mojgan Sepah Mansour 3,
Farzaneh Akhondian 4, Parisa Amjadian 5, Masoud Nosrati 6
1

Department of Psychology, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.

Ph.D. Student of General Psychology, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
3
Assistant Professor, Department of Psychology, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
4
Master of General Psychology.
5
Psychologist, Kermanshah University of Medical Sciences, Kermanshah, Iran.
6
Eslamabad-E-Gharb branch, Islamic Azad University, Eslamabad-E-Gharb, Iran.
2

AR TIC LE INF O

AB STR AC T

Keywords:

The aim of this study was to investigate the relationship of social anxiety and positive and negative
affects with science persuasion in registrar. This correlation study enrolled 230 registrars consisting
of 115 man and 115 women who lived in Ardebil city. To collect the data, social interaction
Anxiety, scale positive and negative affect schedule, persuasion_IQ questionnaire were employed.
The data were analyzed using Pearson correlation coefficient and step-by-step regression. Results
showed that there is a negative correlation between social anxiety and negative affect with science
persuasion. However, there is a positive correlation between positive and negative affects with
science persuasion. However, there is a positive correlation between positive and negative affects
with science persuasion. Furthermore, we showed that positive affect explain roughly 8 percent
science persuasion of variance.

Social Anxiety
Positive and Negative Affects
Persuasion Knowledge

2013 Int. j. econ. manag. soc. sci. All rights reserved for TI Journals.

1.

Introduction

Persuasion or changing to attitude to Bavare Dadgaran (1380), is one of the phenomenon that social life based on it. Those who want to
change life even if it is a few changes, that is, not only against the behavior but also against the change of mind and belief and way of
attitude of individuals or groups.
The history of persuasion divided in two parts: the first part isancient Greece in which this meaning was used in frame of verbal meaning of
clout and influence and called it term of rhetoric. Second part that was began about early 20 th century study persuasion systematically in
branch of social psychology and considers this meaning as an attempt for change of beliefs, attitudes and peoples behavior. It is more than
5 decade that social psychologist and scientist of communication sciences, studied persuasion as a systematic and scientific study. The
results of this studies formulate some theoretical sample for process of persuasion and each samples shows one dimension of persuasion
process, for example Havland sample persuasion(1949) which is the oldest sample consider the process of persuasion that is contain 4 basic
element and analyzed each of 4 element. One of the features is the massage score. The more likable the massage score, the more likable the
relationship it creates; and a love relationship is more convincing. Petty and Cacioppo (1980) showed that likeability of the massage source
correlates positively with being convinced as we tend to coordinate our affection and cognition. Zimbardo and etal(1991) demonstrated that
massages from kind and cheerful people one more likely to be welcome, and even accepted from others.(Elyasi and etal; 1387).
Also, human affections is another impressive elements in persuasion, while one of the aim of massage is effect on human affections and
study of emotions consider as a effective elements in persuasion.
In history, min, understanding and emotions was very important in persuasion that come out from ancient Greece (Melissa and etal). There
is a evidence in Aristotles writing that confirm this point although he recognized that persuasion need rational reason but also suggested
understanding of emotions is essential for persuasion(Derek &etal).
Most of early studies focus on role of emotions no matter positive or negative was impressed. Janson&Tiorsky(1983), tested the influence
of positive and negative emotions on rightness of judgment. This researchers mentioned that the probability on negative events for example
( cancer or heart disease) increase in negative emotional mood while its decrease in positive emotional mood(Ilona&etal).
The newest studies show that positive emotions as compared with neutral and negative emotions is more persuasive.
* Corresponding author.
Email address: hojat_t47@yahoo.com

The Relationship of Social Anxiety and Positive and Negative Affects with Persuasion Knowledge

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Internat ional Jour nal of Economy, Mana ge ment a nd Social Sciences , 2(9) Se pt ember 2013

In studied made by Razan (1970) created positive affections in participations (eating) then tested in negative form (room with unpleasant
smell). He figured out that in positive affections, individuals more persuade by politic message ( Ilona&etal). Also, negative affections like
fear, sometimes is effective. Based on studies massages which come out from fear are effective just in situation in which individuals
recognized it as real.
Individuals dont believe in these parts which exaggerate the threat or send a repeated urgent massage. More over fear massage is effective
if individuals believe that can decrease the threat (Jomes Galt 1387).
The effect of emotional adjustment is shown in many affection disorder like social anxiety (Sharon&etal).
In the study the relationship between anxiety, tolerance and emotional reactivity were discussed, all participations filled questionnaire,
related to social and epidemic physical anxiety, tolerance and emotional reactivity parameters, along with different episodes of 4 movie,
these emotions were included sadness, anger and fear.
Researchers show, emotional reactivity accurred by tension parameter and in contrast with emotional tolerance which due to social anxiety
(the tolerance is lower in one who have social anxiety), (Sharon&etal 2012).
In contrast with the first survey, there is another one, due to the effect of social anxiety on positive emotions and moderate these influences.
The results show, according to perception of social anxiety, the focus should be one the role of personal diffrences, such as moderation
affection and the strategies refer to that points.( Todd&etal, 2008;Todd &etal 2010). In another study, ones with extinctive emotional
intelligence, influenced by positive affections. It seems if managers try to make a positive relationship among others, they have to manage
their emotions and conceive different emotions of others (Douglas&etal). According to achieve special goals, there should be proper mental
and conditional states, especially in the case of process and way of persuading in Iran, to control and handle the situation. Although in one
side there is a persuaded and the other side is the one who persuade, then the second one is more effective than the other one. It was
necessary to inspect the relation between different parameters and how they vary in relation, then according to those results, persuading
others and their affairs, improved.

2.

Method

The present study is a descriptive-correlation type of the statistical population included all school principle of Ardabil who were working in
the first half of 1391, that by the use of kokaran formula, 230 (115 man and 115 woman) were selected as a sample of this study ( the type
of sampling is cluster random sampling) and they filled the questionnaire.
The research instrument
Social interaction anxiety scale (SISA): scale was compiled by Mattrich& Clark in 1998 and the purpose of this scale was the measuring of
anxiety in intra-intraction that contains 20 articles.
In this scale the high score represents the high social anxiety of a person who is tested. This scale is rank from never=0 to extreme=4 and
the minimum and maximum score is variant from 0 to 80. Also, in this scale the constancy coefficient of Kroonbachs was ./95 and
constancy coefficient of this scale in a week was 0/90 (Mattrick& Clark, 1998). In this study Kroonbachs coefficient scale for the whole
sample was 0/83.
The list negative and positive effections
This scale was compiled by Watson in 1988 that concludes to positive affections and 10 negative affections in the form of or thogonal, 5 in
Likert scale. The minimum and maximum score in each of these subscales in order will be 10 and 50( Watson& etal1988). Kroonbachs
coefficients for positive affection questions is reported from0/89 to 0/90, and for negative affection questions its from 0/84 to 0/87
(Goomes, Kooper&Goomes, 2000; Watson and etal 1988). The results of a study that was done by Bakhshipoor and Dezhkam (1384) in the
case of a university students who was affected by anxiety-depression disorder, confirm the two factor structure of positive and negative
affections list and Kroonbachscoefficients for both scales were stimated0/87 according to the finding of this study the list of positive and
negative affections can make a difference between depressive and anxiety patient. The psychometrics characteristics of person copy of
these positive and negative affections were investigated in other research (Besharat 1387B). In this study, Kroonbachs coefficient of
positive emotion from 0/83 to 0/91 and negative from 0/81 to 0/89 were calculated for the patients. This coefficients in normal samples for
positive affections was from./85 to ./90 and for negative affection question from 0/83 to 0/88. This coefficients that were meaningful in the
level of p<0/01/001Confirment similarity of sub scales of positive and affections.
Persuasion questionnaire
This questionnaire made by Sepahmansoor and Hooman (1389) which contain 56 question with two option (yes or no) that option yes get
the score 1 and option no get 0 and score tailed is variable 0 to 56.
The questionnaire 0/87 shows the result of the present study by Alfay Kroonbach.

Hojat Alah Tahmasebian et al.

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Internati onal Journal of Ec onomy, Mana ge me nt and Soci al Sc iences , 2( 9) Sept ember 2013

3.

Findings

In this study, 230 school principals were selected as a sample, to investigate the discussed hypothesis and the following results were
achieved. As it is shown in table 1 the mean of women persuasion power are more than men.
Table 1. the mean of variables: social anxiety, positive and negative affection and persuasion
total

men

women

SD

SD

SD

5/37
6/02
5/32
7/11

25/28
26/45
20/11
48/85

5/17
5/89
5/52
6/98

24/75
25/76
20/79
46/25

5/58
6/16
5/13
7/24

25/80
27/15
19/43
51/45

variables
Social anxiety
Positive affections
Negative affections
persuasion

As, it is shown in the above table, the mean of womens social anxiety is 25/80 and the mean of men is 24/75. The mean of womens
positive affections is 27/15 and for men it is 25/76 and the mean of womens negative affections is 19/43 and for men the number is 20/79
and the mean of womens persuasion power is 51/45 and for men it is 46/25.
Table 2. correlations matrix of variables: social anxiety, positive and negative affections and persuasion.
persuasion

Negative affection

1
-0/27**

*p<0/05

Positive affectionss

Social anxiety

variables

1
-0/42**
0/68**

1
-0/32**
0/19*
-0/53**

Social anxiety
Positive affection
Negative emotion
persuasion

**p<0/01

Table 2 shows correlation matrix of variables like social anxiety, positive and negative affections and persuasion according to results there
is negative meaningful relationship in level of p<0/1, between positive and negative affections and persuasion knowledge, and between
positive and negative affections and also between negative affection and persuasion knowledge but there is a positive meaningful
relationship in level of P<0/05 between social anxiety and negative affections, and also there is a positive meaningful relationship in level
of P<0/01 between positive affections and persuasion knowledge.
Table 3
Meaningfulness

Fmeaningful

predictor

Step

0/001

-7/2

-0/42

0/001

52/04

0/08

0/28

Positive affection

The results showed positive affections predict %8 variance of persuasion. F statistical test for meaningful correlation coefficient is 52/04
that is meaningful in level of P<0/001.

4.

Discussion and result

Basic thought of persuasion is from far past. Very before mass communications in a time which human sound was the only instrument for
communication. They used persuasion for encouraged and changed others believe and behavior.
In ancient Greece used persuasion as a meaning of the weight and influence of words and called it rhetoric. About early 20th century,
persuasion studied systematically as attempt for changed of believes, attitudes and peoples behavior in field of psychology called social
psychology. In many sources history of persuasion come out from 2400 years ago and to study of Aristotle ( HakimAra 1384). This study
tells us here is a positive meaningful relationship between positive affections and persuasion knowledge, this positive relationship use the
techniques of positive affections in order to profit from persuasion knowledge (or vice versa) for which is compatible with founds of Makti
Richard and Kooglejesi (2012), Sharown and Alsor and etal (2012), Janson and Tiorsky and Arzan (told by James Gallat 1389). Also there
is negative meaningful relationship between negative affections and social anxiety for with persuasion knowledge which means that the
more negative affections and social anxiety increase the more profit of persuasion knowledge for others satisfaction decrease and should
decreas negative affections and social anxiety for better and comefortablepersuasion which is compatible with founds of Todd and etal
(2008, 2010), Dooglas and etal (2009), Alina&etal (2008), Janson and Tiorsky&Arzan (told by James Gallat 1389). Also, there is a
difference between school principlesand assistance (man & woman) and this difference could be originate from the instruments they (man
& woman) used for example women try to persuate others by methods like lovable source of massage, smilling and kindness while men try
to use logic or rational way which is compatible by founds of Deliker Melisa and etal (2008), Derek and Roocher (2004) and Havland&
petty and cacioppo and Zimbardo and etal (told by Elyasi and etal).

The Relationship of Social Anxiety and Positive and Negative Affects with Persuasion Knowledge

679

Internat ional Jour nal of Economy, Mana ge ment a nd Social Sciences , 2(9) Se pt ember 2013

Also, other founds of this study is prediction of 8 percent of persuasion by positive affections which shows the effect of positive affections
on persuasion. In this study we couldnt study and recognize all effective elements on persuasion and we suggest to other researchers in
area of persuasion and social psychology to recognize and introduce effective, relevant and predictive elements for use of persuasion
knowledge.

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