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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