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).     

Undoing the Effects of Seizing and Freezing: Decreasing Defensive Processing of Personally Relevant Messages

Health messages are directed at those who are at risk of incurring adverse consequences. However, previous experiments have found that people process personally relevant health messages in a biased, defensive manner. We examine the role of elaboration as a mechanism to encourage less biased processing of personally relevant health appeals. Results demonstrate that high-relevance consumers freeze on the threatening information, leading to lower change appraisal (perceived severity, self-efficacy, and response efficacy) and decreased message persuasion. For these individuals, renewed elaboration on the consequences of caffeine (Experiment 1) and olestra (Experiment 2) consumption reduces defensive processing. This elaboration "unfreezes" message processing, leading to greater change appraisal and increased persuasion. These experiments provide guidelines for practitioners to design more effective messages.     

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.     

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.     

The influence of self‐efficacy on the effects of framed health messages

Health promoting messages can be framed in terms of the gains that are associated with healthy behaviour, or the losses that are associated with unhealthy behaviour. In this study, we examined the influence of self‐efficacy to quit smoking on the effects of gain framed and loss framed anti‐smoking messages in a randomized controlled trial among 539 adult smokers. Participants with a high self‐efficacy to quit smoking reported higher levels of motivation to quit smoking after receiving a loss framed message than after receiving a gain framed message or no message. For these participants receiving a gain framed message did not result in a higher motivation to quit smoking than receiving no message. For participants with a low self‐efficacy to quit smoking there were no differences in motivation to quit smoking between the gain framed message condition, loss framed message condition and control condition. Our results suggest that self‐efficacy can moderate the effects of message framing on persuasion. Copyright © 2008 John Wiley & Sons, Ltd.     

The effect of self-affirmation in nonthreatening persuasion domains: timing affects the process

Most research on self-affirmation and persuasion has argued that self-affirmation buffers the self against the threat posed by a persuasive message; thus, it increases the likelihood that participants will respond to the message favorably. Little research, in contrast, has looked at the effects of self-affirmation on persuasive messages that are not threatening to the self. This research examines mechanisms that can operate under these conditions. Consistent with the idea that self-affirmation affects confidence, the article shows that self-affirmation can decrease information processing when induced prior to message reception (Experiment 1) and can increase the use of self-generated thoughts in response to a persuasive message when induced after message reception (Experiment 2). In addition, Experiment 3 manipulates the timing of self-affirmation to replicate both effects and Experiment 4 provides direct evidence for the impact of self-affirmation on confidence.     

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.     

Distinct pathways to persuasion: The role of affect in message‐framing effects

Health‐promoting messages can be framed in terms of the gains that are associated with healthy behaviour (gain frame) or the losses that are associated with unhealthy behaviour (loss frame). In the present research, we examined the role of positive and negative affect in the persuasive effects of gain‐ and loss‐framed health‐promoting information. Experiment 1 (N = 98) showed that gain‐framed information resulted in higher levels of information acceptance than loss‐framed information and that this effect was mediated by positive affect. The results of Experiment 2 (N = 129) showed that gain‐framed information resulted in higher levels of information acceptance and attitude, an effect that was again mediated by positive affect. In addition, loss‐framed information resulted in more negative affect than gain‐framed information and negative affect increased participants' intention to engage in the healthy behaviour. These results suggest that affect may be of great importance in the persuasion process and may be particularly helpful to explain the underlying mechanisms of message framing effects. The findings also suggest that gain‐ and loss‐framed messages offer distinct pathways to persuasion. Copyright © 2009 John Wiley & Sons, Ltd.     

Relevance override: on the reduced impact of "cues" under high-motivation conditions of persuasion studies

This research addressed the reduced impact of cues under high processing motivation of persuasion experiments. The results of 3 studies suggested that such reduced impact is due to a relevance override whereby any more subjectively relevant information swamps the effects of any less subjectively relevant information, given the recipient's sufficient motivation to process both. Because, in much persuasion research, cues may have been perceived as less relevant to the attitudinal judgments than message arguments, the relevance override hypothesis provides a general explanation of the reduced cue effect.     

An experimental test of the relationship between voice intonation and persuasion in the domain of health

Objective: In the process of behaviour change, intonation of speech is an important aspect that may influence persuasion when auditory messages are used. In two experiments, we tested to what extent different levels of intonation are related to persuasion and whether for some recipients the threat posed by the message information might become too strong to face.

Design: In Study 1, 130 respondents listened to a health message with either a low, moderate or high level of intonation. In Study 2 (N?=?143), the same manipulations of intonation were applied but half of the respondents were affirmed before they listened to the persuasive message. Intention to increase fruit and vegetable intake was used as a dependent variable.

Results: Both studies showed that high intonation led to a significant drop in intention among respondents who perceived their own health as good. After self-affirmation, persuasion was increased.

Conclusion: A high level of intonation seems to induce self-regulatory defences in people who do not see the necessity to change their health behaviour, whereas people with poor perceived health might perceive potential to change. The use of a normal level of intonation in auditory health messages is recommended.     

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.     

Message sidedness in advertising: the moderating roles of need for cognition and time pressure in persuasion

Persuasion has been extensively researched for decades. Much of this research has focused on different message tactics and their effects on persuasion (e.g., Chang & Chou, 2008; Lafferty, 1999). This research aims to assess whether the persuasion of a specific type of message is influenced by need for cognition (NFC) and time pressure. The 336 undergraduates participated in a 2 (message sidedness: one-sided/two-sided) × 3 (time pressure: low/moderate/high) between-subjects design. Results indicate that two-sided messages tend to elicit more favorable ad attitudes than one-sided messages. As compared with low-NFC individuals, high-NFC individuals are likely to express more favorable ad attitudes, brand attitudes and purchase intention. Moderate time pressure tends to lead to more favorable ad attitudes than low time pressure and high time pressure. In addition, moderate time pressure is likely to elicit more favorable brand attitudes and purchase intentions than high time pressure, but does not elicit more favorable brand attitudes and purchase intentions than low time pressure. Furthermore, when high-NFC individuals are under low or moderate time pressure, two-sided messages are more persuasive than one-sided messages; however, message sidedness does not differentially affect the persuasion when high-NFC individuals are pressed for time. In contrast, one-sided messages are more persuasive than two-sided messages when low-NFC individuals are under low or high time pressure, and two-sided messages are more persuasive than one-sided messages when low-NFC individuals are under moderate time pressure.     

Resistance can be good or bad: how theories of resistance and dissonance affect attitude certainty

This research investigated how lay theories about resisting persuasion can affect attitude certainty. Specifically, people who believed that resistance was negative (i.e., implies close-mindedness) showed different levels of attitude certainty after resisting persuasive messages than people who believed resistance was positive (i.e., implies intelligence). When people held positive lay theories of resistance and overcame ostensibly strong arguments, they showed increased attitude certainty (compared to those who overcame ostensibly weak arguments). However, individuals who believed that resistance was negative did not show increases in attitude certainty when overcoming strong arguments. Experiment 2 suggests that the effect of lay theories and perceived argument strength on attitude certainty was due to dissonance created by believing that resistance is undesirable but nonetheless resisting persuasion.     

AN EMPIRICAL TEST OF A MODEL OF RESISTANCE TO PERSUASION

This investigation synthesized research from several related areas to produce a model of resistance to persuasion based upon variables not considered by earlier congruity and inoculation models. Support was found for the prediction that the kind of critical response set induced and the target of the criticism are mediators of resistance to persuasion. The more critical acts are focused on arguments presented in a persuasive message, the more likely that the critical act will not be distracting and therefore promote counterarguing which will lead people to be resistant to subsequent persuasive messages arguing on the same side of given attitudinal issue. When criticism is less central to message variables and focuses on speaker and/or delivery characteristics, distraction occurs which decreases the probability of counterarguing and induces people to be vulnerable to forthcoming persuasive messages. This is especially true when negative criticism of speaker characteristics reduces threat to present attitudes and reduces motivation to counterargue to protect privately held beliefs. A completely counterbalanced design employing several manipulation checks was created to rule out competing explanations for differential resistance to persuasion.     

Cognitive Processing and the Functional Matching Effect in Persuasion: The Mediating Role of Subjective Perceptions of Message Quality

In two experiments, we examined the hypothesis that subjective perceptions of message quality mediate the functional matching effect in persuasion. In Experiment 1, participants whose attitudes and behaviors serve primarily a value-expressive function (i.e., low self-monitors) or a social-adjustive function (i.e., high self-monitors) were exposed to persuasive messages that contained value-expressive, social-adjustive, or both types of arguments in favor of voting. Functionally-relevant messages (i.e., the social-adjustive message for high self-monitors and the value-expressive message for low self-monitors) produced enhanced perceptions of message quality and persuasiveness, more positive attitudes, and more message-related behavior than functionally nonrelevant messages. Functionally mixed messages were generally more effective than messages containing only functionally nonrelevant arguments, but less effective than messages containing only functionally relevant arguments. Path analyses indicated that the influence of functional relevance on attitudes and behavior was significantly mediated by subjective perceptions of the quality of the message. In Experiment 2, we exposed participants to a functionally relevant or nonrelevant voting appeal five days before a presidential election. Results replicated those of Experiment 1; functionally relevant messages produced more favorable attitudes, and this effect was mediated by enhanced perceptions of message quality. Finally, postmessage attitudes exerted a significant influence on whether participants voted in the election, and this effect was mediated by voting intentions. Discussion focuses on the subjective nature of message evaluation and on the cognitive processes underlying the functional matching effect in persuasion.     

Persuading young car drivers to take part in a driving skills test: The influence of regulatory fit on informational-assessment value and persuasion

Two studies were conducted to examine the relative effectiveness of differently framed messages advising young car drivers to take part in a driving skills test. It was hypothesized that messages promoting such detection behaviour should be more persuasive when the message frame was compatible versus incompatible with the recipient’s level of perceived risk. It was also hypothesized that such effects would occur because the “feeling right” experience resulting from the compatibility effects based on regulatory fit could be transferred to the informational-assessment value of the proposed feedback. Consistently, moderate perceived driving skills (Experiment 1) and high perceived risk drivers (Experiment 2) found the driving skills test more valuable for assessment purposes after having read a loss versus gain framed message and consequently, were more interested in taking part in the test. Furthermore, low perceived risk drivers (Experiment 2) showed a reversed pattern of responses. Implications for message framing in the road safety area are discussed.     

On Different Sides: Investigating the Persuasive Effects of Anger Expression in Political News Messages

Anger expression is increasingly prevalent in political news messages. However, the persuasive effects of expressing anger in a political context have received scant attention from researchers. We conducted two experiments to investigate the hypothesis that anger expression is detrimental to persuasion because it runs counter to well‐established social norms for the polite expression of opinions. We created political news messages including a persuasive appeal by a politician that was supported either with an expression of anger or with an expression of nonemotional disagreement. The results of Experiment 1 (N = 120) showed that anger messages were perceived as less appropriate than control messages, and that politicians expressing anger were perceived as less likable and less competent than politicians who disagreed in nonemotional terms. In Experiment 2 (N = 1,005), the negative effects of anger expression on perceived likability and competence were replicated. Also in line with Experiment 1, anger messages were perceived as less appropriate, but this time only for those with negative a priori attitudes toward the advocated position. In contrast, those with positive a priori positions toward the advocated position perceived anger messages as more appropriate than the control messages.     

To trust or not to trust: How self‐construal affects consumer responses to interpersonal influence

Although people generally prefer persuasive messages that align with their self‐construal, the present research explores a seemingly paradoxical situation wherein mismatched message that does not align with people's self‐construal is positively received. Given sufficient cognitive capacity to trigger persuasion knowledge—the knowledge of persuasion tactics that are encountered in the marketplace, the use of an individually focused persuasion attempt on consumers with an interdependent self‐construal results in greater levels of trust in the sales agent. In contrast, consumers with an independent self‐construal respond similarly to different types of persuasion attempts. Persuasion knowledge is a mechanism for variations in trust. The findings replicate those of prior work, and the robustness of the effects is confirmed via small‐scale meta‐analysis.     

Attitude change following persuasive communication: Integrating Social Judgment Theory and the Elaboration Likelihood Model

An experiment was conducted to examine the influence of the perceived extremity of a message and motivation to elaborate upon the process of persuasion. The first goal was to test a model of attitude change relating Social Judgment Theory to the Elaboration Likelihood Model. The second objective was to develop an instrument to measure attitude structure (latitudes of acceptance, non-commitment, and rejection) that allowed for a more refined assessment of the discrepancy between the position advocated in a message and the recipient's initial attitude. The main dependent variable was the attitude towards the use of automobiles in relation to environmental issues. Subjects were confronted with a message located in their own latitude of acceptance, rejection or non-commitment. Shortly after, a second measurement of attitude took place. The results showed that messages within the latitudes of non-commitment gave rise to the greatest attitude change. The data support the susceptibility hypothesis that subjects elaborate messages mainly in the latitude of non-commitment.     

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.