This study attempted to relate findings from social psychological research in the area of attitude change with communicator characteristics, and to apply conclusions drawn from this research to influence processes and persuasion within an educational context. Six basic hypotheses were tested employing three experimental groups and a control group. The experimental groups were exposed to a taped persuasive message attributed to three different communicators. Introductions to the messages were varied to render the communicators either high or low in three relevant communicator variables: social power, credibility, or similarity. The content of the messages was determined by the subjects' responses to the pretest questionnaire, with the communicator advocating positions opposed to those expressed by the subjects. Results indicated that subjects in the experimental groups changed their views in the direction of the communication to a significant degree when compared with the control group, but no differences existed among the experimental groups. It was also concluded that the subjects' involvement in the issues raised on the tapes' persuasive message may have produced some resistance to change. (Author/TS)