EFFECTS OF CHARISMATIC INFLUENCE TRAINING ON ATTITUDES, BEHAVIOR, AND PERFORMANCE

Abstract

This study investigated the effectiveness of training in 2 components of charisma (charismatic communication style and visionary content). Forty‐one business students received charismatic influence training, presentation skills training, or no training. All participants prepared and gave a speech. Groups of 2‐3 students ( N = 102) watched 1 of the videotaped speeches and then performed a task based on the speech instructions. Charismatic influence trainees performed better on a declarative knowledge test and exhibited more charismatic behaviors than those in the other conditions. In addition, participants who viewed a charismatic influence trainee performed best.