Source Credibility and Attitude Certainty: A Metacognitive Analysis of Resistance to Persuasion

Recent research (Tormala & Petty, 2002) has demonstrated that when people resist persuasion, they can perceive this resistance and become more certain of their initial attitudes. This research explores the role of source credibility in determining when this effect occurs. In two experiments, participants received a counterattitudinal persuasive message. When participants counterargued this message, they became more certain of their attitudes, but only when it came from a source with high expertise. When the message came from a source with low expertise, resisting it had no impact on attitude certainty. This effect was shown using both a traditional measure of attitude certainty (Experiment 1) and a well‐established consequence of certainty—the correspondence between attitudes and behavioral intentions (Experiment 2). In addition, the effect was confined to high elaboration conditions, and occurred even when participants were not explicitly instructed to counterargue. These results are consistent with a metacognitive framework proposed to understand resistance to persuasion.     

Assimilation and contrast in persuasion: the effects of source credibility in multiple message situations

The present research explores a contextual perspective on persuasion in multiple message situations. It is proposed that when people receive persuasive messages, the effects of those messages are influenced by other messages to which people recently have been exposed. In two experiments, participants received a target persuasive message from a moderately credible source. Immediately before this message, participants received another message, on a different topic, from a source with high or low credibility. In Experiment 1, participants' attitudes toward the target issue were more favorable after they had first been exposed to a different message from a low rather than high credibility source (contrast). In Experiment 2, this effect only emerged when a priming manipulation gave participants a dissimilarity mindset. When participants were primed with a similarity mindset, their attitudes toward the target issue were more favorable following a different message from a high rather than low credibility source (assimilation).     

Perceptions of source efficacy and persuasion: Multiple mechanisms for source effects on attitudes

When communicators are perceived as likely to bring proposed outcomes to fruition, they have source efficacy. Although perceptions of source efficacy are common in persuasion settings, this construct has received little direct research attention. The present research explored how source efficacy may impact persuasion in different ways at different levels of motivation to process messages. Across three experiments, participants encountered message arguments of varying quality from a source manipulated to be relatively efficacious or inefficacious. When motivation to process the message was low, source efficacy served as a peripheral cue (Experiment 1). When motivation was high, efficacy information learned before the message biased processing of ambiguous messages (Experiment 2), but source efficacy learned after the message affected the amount of confidence people had in their message‐related thoughts (Experiment 3). These effects of source efficacy were distinct from effects of perceived source expertise/credibility. Copyright © 2011 John Wiley & Sons, Ltd.     

When credibility attacks: The reverse impact of source credibility on persuasion

Recent research on the self-validation hypothesis suggests that source credibility identified after message processing can influence the confidence people have in their own thoughts generated in response to persuasive messages (Briñol, Petty, & Tormala, 2004). The present research explored the implications of this effect for the possibility that high credibility sources can be associated with more or less persuasion than low credibility sources. In two experiments, it is demonstrated that when people generate primarily positive thoughts in response to a message (e.g., because the message contains strong arguments) and then learn of the source, high source credibility leads to more favorable attitudes than does low source credibility. When people have primarily negative thoughts in response to a message (e.g., because it contains weak arguments), however, this effect is reversed—that is, high source credibility leads to less favorable attitudes than does low source credibility.     

The sleeper effect in persuasion: a meta-analytic review

A meta-analysis of the available judgment and memory data on the sleeper effect in persuasion is presented. According to this effect, when people receive a communication associated with a discounting cue, such as a noncredible source, they are less persuaded immediately after exposure than they are later in time. Findings from this meta-analysis indicate that recipients of discounting cues were more persuaded over time when the message arguments and the cue had a strong initial impact. In addition, the increase in persuasion was stronger when recipients of discounting cues had higher ability or motivation to think about the message and received the discounting cue after the message. These results are discussed in light of classic and contemporary models of attitudes and persuasion.     

元认知:态度与说服研究的新视角

态度元认知指个体对所持态度的主观判断(如态度是否正确、重要与否等),是态度强度的重要维度,并能在态度说服过程中发挥关键作用。首先介绍态度元认知的主要成分(态度确定性、重要性及矛盾性),然后重点阐述新近对态度说服元认知过程的解释模型:认知加工精细程度模型(ELM),内隐-外显双过程模型(APE)和元认知模型(MCM),并从来源属性(来源可信度)、受众属性(情绪及身体动作)、信息属性(信息与受众的匹配程度)和情景四个方面阐释了影响说服元认知过程的因素。未来可以在态度元认知成分及其影响、说服元认知过程的心理机制、态度元认知神经机制等方面展开进一步研究。     

Resisting persuasion by illegitimate means: a metacognitive perspective on minority influence

The present research tests a new metacognitive perspective on resistance in minority influence situations. It is proposed that when people initially resist persuasive messages from sources in the numerical minority, they can lose attitude certainty if they perceive that they have based their attitudes on the source's minority status and also believe this is an illegitimate basis for resistance. In three studies, participants were presented with a message from a minority source. In Study 1, participants became less certain of their attitudes after resisting this message. In Study 2, this effect only emerged when participants were led to believe they had based their attitudes on the source's minority status and this was an illegitimate thing to do. In Study 3, this effect was shown to have implications for persuasion in response to a second message. The implications of these findings for classic minority influence effects are discussed.     

The effects of message recipients' power before and after persuasion: a self-validation analysis

In the present research, the authors examined the effect of a message recipient's power on attitude change and introduced a new mechanism by which power can affect social judgment. In line with prior research that suggested a link between power and approach tendencies, the authors hypothesized that having power increases confidence relative to being powerless. After demonstrating this link in Experiment 1, in 4 additional studies, they examined the role of power in persuasion as a function of when power is infused into the persuasion process. On the basis of the idea that power validates whatever mental content is accessible, they hypothesized that power would have different effects on persuasion depending on when power was induced. Specifically, the authors predicted that making people feel powerful prior to a message would validate their existing views and thus reduce the perceived need to attend to subsequent information. However, it was hypothesized that inducing power after a message has been processed would validate one's recently generated thoughts and thus influence the extent to which people rely upon their thoughts in determining their attitudes.     

Voice and persuasion in a banking telemarketing context

Voice has been neglected in research on advertising and persuasion. The present study examined the influence of voice and sex on the credibility of the voice source in a banking telemarketing context as well as with regards to the attitude toward the advertisement, and subjects' behavioral intention. An experiment using voices of a man and a woman was conducted. A recorded mock-telemarketing message consisted of an advertisement for an ATM card offered by a Canadian bank. Subjects were undergraduate students (N=399; 71.6% women, 28.4% men; M age=26.5 yr., SD = 7.4). They completed a questionnaire after hearing the message in telemarketing conditions. Analysis indicated a moderate intensity, an unmarked intonation, and a fast speech rate are associated with a more credible source than the other combinations. Sex was not a significant moderator in the relationship between voice characteristics and source credibility. Voice characteristics significantly affected attitudes toward the advertisement and behavioral intention.     

TOWARD A MESSAGE-CENTERED THEORY OF PERSUASION: THREE EMPIRICAL INVESTIGATIONS OF LANGUAGE INTENSITY1

Based on accumulated knowledge concerning the effects of language intensity on attitude change, a set of propositions were advanced that provide a skeletal theoretical framework. Based on the propositions, three separate studies were done to extend the predictive power of the formulation. Predicted interactions between sex of the source, situational anxiety, source credibility, and language intensity were obtained. There were also significant person perception changes as a result of the level of language intensity employed in the persuasive message. Discussion centered on the import of the new findings in formulating a message-centered theory of persuasion.     

Effects of caffeine on persuasion and attitude change: The role of secondary tasks in manipulating systematic message processing

Two experiments are reported that examine the effects of caffeine consumption on attitude change by using different secondary tasks to manipulate message processing. The first experiment employed an orientating task whilst the second experiment employed a distracter task. In both experiments participants consumed an orange‐juice drink that either contained caffeine (3.5 mg/kg body weight) or did not contain caffeine (placebo) prior to reading a counter‐attitudinal communication. The results across both experiments were similar. When message processing was reduced or under high distraction, there was no attitude change irrespective of caffeine consumption. However, when message processing was enhanced or under low distraction, there was greater attitude change in the caffeine vs. placebo conditions. Furthermore, attitudes formed after caffeine consumption resisted counter‐persuasion (Experiment 1) and led to indirect attitude change (Experiment 2). The extent that participants engaged in message‐congruent thinking mediated the amount of attitude change. These results provide evidence that moderate amounts of caffeine increase systematic processing of the arguments in the message resulting in greater agreement. Copyright © 2006 John Wiley & Sons, Ltd.     

Investigating the social-adjustive and value-expressive functions of well-grounded attitudes: Implications for change and for subsequent behavior

Recent demonstrations of the plausibility of functional theories of persuasion have occurred within advertising contexts or have targeted potentially nebulous or uninvolving attitudes, and may thus have demonstrated the utility of functional explanations of attitude formation rather than attitude change. In the present study, attitudes that participants have acted on and consider important (i.e., the criteria they use to select dating partners) were the targets of persuasion. High and low self-monitoring individuals, who hold different dating attitudes that serve different functions, were exposed to functionally relevant or functionally irrelevant messages that reached either proattitudinal or counterattitudinal conclusions. As anticipated by functional theory, (a) low self-monitoring individuals changed their dating attitudes only after hearing a counterattitudinal message that addressed thevalue-expressive functions their dating attitudes served, whereas (b) high self-monitoring individuals changed their opinions only after hearing a counterattitudinal message that addressed thesocial-adjustive functions served by their dating attitudes. Although the data revealed that important attitudes can be changed via a functionally relevant appeal, only the low self-monitoring individuals subsequently used their changed attitudes to guide their behavior in a subsequent couple-matching task. Implications of these results for functional theories of persuasion and for variations in attitude/behavior consistency were discussed. This research is based on a Master’s thesis conducted by the first author under the direction of the second author.     

Language and persuasion: Tag questions as powerless speech or as interpreted in context

Research in impression formation and persuasion has considered use of tag questions as part of a powerless speech style. However, little research has examined how contextual factors, such as characteristics of the communicator, moderates whether tag questions act “powerless”. The present study manipulated source credibility, tag question use, and argument quality. When the source was low in credibility, tag question use decreased persuasion and biased message processing relative to a control message. However, when the source was credible, tag questions increased message processing in a relatively objective manner. Therefore, it appears that tag questions can have different effects on information processing, depending on who uses the tag questions.     

The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence

This paper reviews the empirical evidence of the effect of credibility of the message source on persuasion over a span of 5 decades, primarily to come up with recommendations for practitioners as to when to use a high- or a low-credibility source and secondarily to identify areas for future research. The main effect studies of source credibility on persuasion seem to indicate the superiority of a high-credibility source over a low-credibility one. Interaction effect studies, however, show source credibility to be a liability under certain conditions. The variables found to interact with source credibility are categorized into 5 categories: source, message, channel, receiver, and destination variables. The most heavily researched variables have been the message and receiver variables. Implications for marketers/advertisers and suggestions for future research are discussed.     

A new look at the consequences of attitude certainty: the amplification hypothesis

It is well established that increasing attitude certainty makes attitudes more resistant to attack and more predictive of behavior. This finding has been interpreted as indicating that attitude certainty crystallizes attitudes, making them more durable and impactful. The current research challenges this crystallization hypothesis and proposes an amplification hypothesis, which suggests that instead of invariably strengthening an attitude, attitude certainty amplifies the dominant effect of the attitude on thought, judgment, and behavior. In 3 experiments, the authors test these competing hypotheses by comparing the effects of attitude certainty manipulations on univalent versus ambivalent attitudes. Across experiments, it is demonstrated that increasing attitude certainty strengthens attitudes (e.g., increases their resistance to persuasion) when attitudes are univalent but weakens attitudes (e.g., decreases their resistance to persuasion) when attitudes are ambivalent. These results are consistent with the amplification hypothesis.     

The Diagnosticity of Advertising Generated Brand Attitudes in Brand Choice Contexts

Advertising theory tends to presume, sometimes implicitly, that advertising mediates brand choice through its effect on brand attitudes. This article addresses the limitation of using brand attitude measures at or near the time of advertising exposure to predict the relative ability of a set of alternative advertising message appeals to directly influence brand‐choice decisions. The results suggest that the ability of advertising‐generated brand attitudes to predict advertising effects on brand choice declines when (a) consumers’ motivation to deliberate is greater at the time of brand choice than at the time of attitude formation, (b) the message appeal of the brand assigned the most favorable attitude rating is not accessible, not perceived to be at least as diagnostic as competitor appeals, or both, and (c) attitude differences among brand alternatives are small.     

Does a Credible Source Also Need a Fearful Audience?

Does a credible source also need a fearful audience? Current evidence is ambiguous. This study assessed the persuasiveness of a message from a high/low credible source, with strong/weak fear content. Over 270 undergraduates provided attitudinal information before and after receiving a warning about breast cancer, incorporating the experimental manipulations. Attitudes improved after message exposure, irrespective of the fear appeal and source credibility. However, the strong fear appeal amplified message acceptance. There was no evidence of an interaction between source credibility and fear. However, aroused fear and perceived credibility reduced resistance. Neither fear nor source credibility affected persuasion after several months. Instead pre‐message resistance played a critical role. These findings revisit old debates about the importance of peripheral cues in persuasion.     

EQUIVOCATION: CHARACTER INSURANCE

This study investigated the effects of equivocation (deliberate vagueness) on source credibility (competence and character), agreement, and perceived vagueness. The results indicated that the equivocated message produced significantly higher character ratings for the speaker than did the clearly stated disagreeable message, but there was no significant difference for the competence ratings. The equivocated message also produced significantly more agreement than the clear message. These findings, as well as others, led the researchers to conclude that equivocating disagreeable arguments helps preserve credibility—most notably the character ratings; and that character is the best predictor of message agreement. The results were interpreted in terms of information processing theory, suggesting that equivocated messages evoke meanings which are congruent with prior experience and attitudes. In contrast to the tenet advocated since antiquity that all issues should be addressed clearly, this study indicates that under certain circumstances the speaker can enhance effectiveness by using the rhetorical technique of deliberate vagueness.     

On-line and memory-based modification of attitudes: determinants of message recall-attitude change correspondence

Experiments investigated the impact of message elaboration on attitude change-message recall correspondence when attitude change occurs in an on-line (as attitude-relevant information is received), or memory-based (on the basis of retrieved attitude-relevant information) fashion. In 2 experiments, Ss' processing goals were manipulated to increase or inhibit on-line change and message elaboration. As predicted, Ss reported postexposure attitudes more rapidly in on-line vs memory-based conditions. Decreased message elaboration increased attitude-recall correspondence, regardless of when attitude change occurred. Increased elaboration produced elaboration-attitude judgment correspondence. Results suggest that recall of message content will best predict persuasion when message content is encoded free of elaborations, regardless of when attitude change occurs.     

Beyond attitude consensus: The social context of persuasion and resistance

The current research presents a new type of social context effect on attitude certainty. It is proposed that when people receive persuasive messages, they appraise their attitudes not only in terms of whether they are shared or not shared by others, but also in terms of whether they are based on similar or dissimilar assessments of the information presented. In two experiments, participants were presented with persuasive messages. In Experiment 1, they were induced to perceive that they responded favorably (persuasion) or unfavorably (resistance) to the message arguments. In Experiment 2, they were allowed to vary in their actual message responses. In both experiments, message response similarity—the degree to which people perceived that their evaluations of persuasive arguments were shared or unshared by others—moderated the classic effect of attitude similarity on attitude certainty. In particular, attitude similarity only affected attitude certainty under conditions of message response similarity. When message responses were believed to be dissimilar, attitude similarity had no effect on attitude certainty.