An experiment was performed in which 155 undergraduate student subjects were provided with information about a stimulus person whose behavioral consistency varied on several issues. The study assumed that if the individual's behavior on the relevant topic was consistent, then behavior on the other issues should have no impact on persuasiveness, but if a consistent style of behavior was necessary, then the individual must be consistent on all issues. Results indicated persuasiveness was maximized when a consistent style of behavior was manifested across all items. The individual was perceived as more internally directed, more confident and more persuasive when either consistent or variable on all issues. It was concluded that maximum persuasiveness is attributed to a person who exhibits a consistent pattern of behavior, rather than consistent behavior. Response style is thus a component of social influence. (KS)