Roger, me, and my attitude: Film propaganda and cynicism toward corporate leadership.

Two studies of US and Japanese respondents assessed attitudes resulting from viewing the film Roger & Me (M. Moore, 1989). In Exp 1, the responses of 162 adults who had seen the film in the US were contrasted with 106 people about to view the film. Those who saw the film exhibited more cynical (negative) attitudes toward General Motors in particular and toward US business in general. Exp 2 employed a Solomon 4-group design in Tokyo, Japan, to assess the generalizability of the US results and also to assess attitude change from pretest to posttest. Consistent with the US results, viewing the film had negative effects on Japanese attitudes toward General Motors and toward US business in general. Furthermore, attitudes toward Japanese business became slightly more positive as a function of viewing the film. Implications and future research needs are discussed. (PsycINFO Database Record (c) 2010 APA, all rights reserved)