Three levels of communication apprehension: A value profile

Abstract

A human values profile was constructed for communication apprehensives on three different levels: high, medium, and low. The instrumental values of Milton Rokeach were used to discriminate among the three levels. Multiple Discriminant Analysis and Multiple Regression were used to analyze the communication apprehension data in terms of a value profile. Six instrumental values were isolated that were significant discriminators among the three levels. Implications for value analyses and behavioral packages in communication apprehension training are discussed.