Implicit Theories of Persuasion

This research explores whether individuals have implicit theories of persuasion. The first study sought to understand how persuasive strategies are cognitively represented. Using multidimensional scaling, two dimensions were identified. The first dimension distinguishes the types of tactics used to bring about attitude change. The second dimension differentiated the social acceptability of the persuasive strategies. The second stage of this research explored the nature of people's implicit theories of persuasion. Experiment 1 demonstrated that implicit theories of persuasion are sensitive to the operation of multiple goals in a situation. Experiment 2 found that implicit theories of persuasion reflect the audience's familiarity with the topic. In Experiment 3, implicit theories were demonstrated to be sensitive to the topic-relevant knowledge of the communicator.     

Perceptions of entitativity and attitude change

The current work explored the properties of groups that lead them to be persuasive and the processes through which such persuasion occurs. Because more entitative groups induce greater levels of information processing, their arguments should receive greater elaboration, leading to persuasion when members of groups present strong (vs. weak) counter attitudinal arguments. Experiment 1 explored these hypotheses by examining if idiosyncratic perceptions of group entitativity and manipulations of argument strength affect attitude change and argument elaboration. Experiment 2 experimentally manipulated group entitativity and argument strength independently to examine the causal relationship between entitativity, attitude change, and argument elaboration. In both experiments, it was found that groups greater in entitativity were more persuasive when presenting strong (vs. weak) arguments and induced greater argument elaboration. Implications for our understanding of entitativity, persuasion, and information processing about social groups are discussed.     

The Big Five and enduring marriages

The present investigation tested the relations between the Big Five dimensions of personality and the marital relationships of over 400 couples using both observational and questionnaire data. Four major findings emerged from these analyses. First, self-reports of neuroticism were positively correlated with negative interactions and negatively correlated with global evaluations of the marriage. Second, self-reports of agreeableness were negatively correlated with negative interactions and generally positively correlated with global evaluations of the marriage. Third, self-reports of openness were negatively correlated with observer reports of negative interactions. Fourth, self-reports of openness by wives were positively correlated with global reports of sexual satisfaction. These findings suggest that agreeableness and openness deserve increased attention as significant correlates of close relationships. Discussion emphasizes the importance of intrapersonal factors for understanding marital relationships.     

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.     

Observing Workplace Incivility Towards Women: The Roles of Target Reactions,Actor Motives,and Actor-Target Relationships

The current study conceptualized observer reactions to uncivil behavior towards women as an ethical behavior and examined three factors (target reaction, actor motive, and actor-target relationship) that influence these reactions. Two vignette studies with women and men undergraduate and graduate students in western Switzerland were conducted. Study 1 (N?=?148) was a written vignette study that assessed how the reaction of female targets to incivility and the motives of actors influenced observer reactions. Results showed that a female target’s reaction influenced observers’ evaluations of the harm caused by an uncivil incident, and that an actor’s motive affected observers’ assessments of the necessity to intervene. Study 2 (N?=?81) was a video vignette study that assessed the effects of the reactions by female targets to incivility and the relationship between the target and the actor on observer reactions. We found that female targets’ reactions influenced observers’ evaluations of harm and the perceived necessity to intervene. Furthermore, the effect of a female target’s reaction on observers’ evaluations of harm was moderated by the relationship between the actor and the target: a female target who laughed at the uncivil behavior was perceived as less harmed, when she and the actor had a personal relationship than when they had a professional relationship. When the female target reacted hurt or neutrally, actor-target relationship did not affect observers’ evaluations of harm. We conclude by discussing the implications of our findings for theory and practice.     

Looking young for your age: Perceptions of anti‐aging actions

Despite the potential benefits of looking young, we predicted that older adults who attempt to look younger than they are would threaten the distinctiveness of young adults' social identity and, for this reason, such “passers” would be evaluated negatively. In three experiments we found that both male and female young adults negatively evaluated older adults who attempt to look younger compared to older adults who do not attempt to do so. Both male and female targets who attempt to look younger were evaluated negatively (Experiment 2), and these negative evaluations were a function of experienced threat to young adults' social identities (Experiment 3). Older adults may attempt to look young to avoid age‐based prejudice or conform to existing standards, but doing so can result in negative evaluations by younger people. Copyright © 2010 John Wiley & Sons, Ltd.     

Brand placement disclosure effects on persuasion: The moderating role of consumer self‐control

The inclusion of branded products in media entertainment has become a popular marketing strategy, because viewers are less likely to recognize the persuasive intent of sponsored content as compared with traditional advertising. To guarantee fair communication and protect consumers against unobtrusive persuasion attempts, European media policy has obligated broadcasters to disclose the presence of brand placement in their television shows. Recent studies demonstrate that disclosures raise viewers' persuasion knowledge; however, the circumstances under which brand placement disclosures may affect brand evaluations and resistance to the persuasive impact of brand placement are still unclear. In two experiments, we uncovered self‐control depletion as an important moderator of disclosure effects on brand evaluations and resistance to brand placement influence. Whereas disclosures increase resistance and decrease persuasion for viewers not depleted of their self‐control, disclosures do not affect resistance and even result in more favorable brand evaluations when viewers' self‐control is depleted by a previous self‐control task. Because a state of self‐control depletion can be perceived as the “couch‐potato” mindset in which people expose themselves to entertaining television content, our findings imply that instead of protecting consumers from hidden persuasion, disclosures may unintentionally increase the persuasive effects of brand placement. We discuss several possible mechanisms that could explain our findings. Copyright © 2016 John Wiley & Sons, Ltd.     

Eye movement inductions influence health behaviour: the working memory account of persuasion

Abstract

Objective: Because the working memory (WM) has a limited capacity, the cognitive reactions towards persuasive information in the WM might be disturbed by taxing it by other means, in this study, by inducing voluntary eye movements (EMi). This is expected to influence persuasion.

Methods: Participants (N?=?127) listened to an auditory persuasive message on fruit and vegetable consumption, that was either framed positively or negatively. Half of them was asked to keep following a regularly moving dot on their screen with their eyes. At pretest, cognitive self-affirmation inclination (CSAI) was assessed as individual difference to test possible moderation effects.

Results: The EMi significantly lowered the quality of the mental images that participants reported to have of the persuasive outcomes. With regard to self-reported fruit and vegetable consumption after two weeks, EMi significantly lowered consumption when CSAI was high but it significantly increased consumption when CSAI was low.

Conclusions: The results verify our earlier findings that induced EM can influence persuasion. Although it remains unclear whether the effects of EMi were caused by disturbing mental images of persuasive outcomes or self-regulative reactions to these images, or both, the WM account may provide new theoretical as well as practical angles on persuasion.     

Affect and persuasion: Mood effects on the processing of message content and context cues and on subsequent behaviour

Two experiments are reported examining the impact of recipients' mood on the processing of simple, everyday persuasive communications and on subsequent behaviour. Consistent with the general assumption that affective states may inform an individual about the state of its current environment, it was found that positive (as compared to neutral or negative) mood reduced subjects' motivation to systematically process both content information and contextual cues. Specifically, Experiment I demonstrated that, in a field setting, the behaviour of subjects who had been put in a good mood was less likely to reflect differences in message content than the behaviour of neutral mood subjects. Experiment 2 replicated and extended these findings, showing that good mood subjects' behaviour was uninfluenced by content as well as context information, whereas bad mood subjects did make use of both types of information. Subject's cognitive responses and evaluations paralleled the behavioural data. The results are discussed in terms of their compatibility with contemporary models of persuasion, and their implications for future research on mood and persuasion and on the interplay of affect and cognition in general are considered.     

Off‐Target? Changing Cognitive‐Based Attitudes

Researchers argue that the effectiveness of cognitive versus affective persuasive appeals depends in part on whether the appeal is congruent or incongruent with a primarily cognitive or affective attitude base. However, considerable research suggests that these persuasion effects may hold only for predominantly affective attitudes and not cognitive attitudes. Indeed, results of Experiment 1 show that the relative effectiveness of congruent relative to incongruent persuasion appeals holds for brands with predominantly affective associations, but not those with predominantly cognitive associations. Experiment 2 explores one reason for this anomalous finding: Cognitive attitudes may be relatively impervious to persuasive appeals because the probability of targeting the specific attribute on which the cognitive attitude is based is smaller. The results are supportive, showing that significant persuasion effects are found when the specific beliefs on which cognitive attitudes are based are taken into account. However, these effects only occur under conditions of low cognitive load and not high cognitive load where resources for the cognitive processing of the appeals are limited. We discuss the implications of the research for the role of attitude structure in understanding persuasion effects and the interplay of affective and cognitive elements in persuasion processes.     

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.     

Affect in the eyes: explicit and implicit evaluations

The present study investigated whether another individual’s gaze direction influences an observer’s affective responses. In Experiment 1, subjective self-ratings and an affective priming paradigm were employed to examine how participants explicitly and implicitly, respectively, evaluated the affective valence of direct gaze, averted gaze, and closed eyes. The explicit self-ratings showed that participants evaluated closed eyes more positively than direct gaze. However, the implicit priming task showed an inverse pattern of results indicating that direct gaze was automatically evaluated more positively than closed eyes were. Experiment 2 confirmed that the opposite patterns of results between the two tasks were not due to differences in presentation times of the gaze stimuli. The results provide evidence for automatic affective reactions to eye gaze and indicate a dissociation between explicit and implicit affective evaluations of eyes and gaze direction.     

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.     

The Influence of Physical Appearance and Personality on the Exhibition of the Sexual Double Standard

The sexual double standard is the phenomenon whereby men are evaluated positively and women are evaluated negatively for engaging in identical sexual behavior. Although people can hold conflicting information (e.g., stereotypical vs. counterstereotypical individuating information) about other individuals, they attempt to form a consistent impression of individuals by inhibiting inconsistent information. The goal of the present study was to investigate whether individuating information about physical appearance and personality could mitigate the exhibition of the evaluations stereotypically associated with the sexual double standard. A sample of 596 participants evaluated a target person who reported having 1 or 12 sexual partners. Overall, participants evaluated highly sexually active female targets more positively than their male counterparts when the targets were either attractive and had a pleasant personality, or were unattractive and had an unpleasant personality. Results highlight the importance of the consistency of individuating information for evaluations of highly sexually active women.     

Mindless resistance to persuasion: Low self‐control fosters the use of resistance‐promoting heuristics

In our consumer society, people are confronted on a daily basis with unsolicited persuasion attempts. The present research challenges the prevailing view that resisting persuasion is more likely to fail when consumers have low self‐control. Four experiments tested the hypothesis that impaired self‐regulation may actually facilitate resistance to persuasion when the influence context contains resistance‐promoting heuristics. Indeed, participants with low self‐control were less likely to comply with a persuasive request (Experiments 1 and 3), reported a less favourable attitude towards an advertised product (Experiment 2), and generated more negative responses towards a persuasive message (Experiment 4) than participants with high self‐control, when they could rely on resistance‐promoting heuristics: a violation of the norm of reciprocity (Experiments 1 and 3), an advertisement disclaimer (Experiment 2), or negative social proof (Experiment 4). Together, these studies demonstrate that contextual cues can bolster resistance when one does not carefully scrutinize an influence attempt.     

False physiological feedback and persuasion: Effect of fear arousal vs. fear reduction on attitude change

Two experiments tested the hypothesis that increases in false physiological feedback of fear arousal will enhance persuasion and that reduction in the arousal feedback is unnecessary for increased persuasion to occur. Prior research has usually found a positive relation between level of arousal and persuasion, but support for the drive reduction hypothesis is tenuous. However, Harris and Jellison (1971) claimed support for such a hypothesis. They manipulated subjects' fear arousal cognitively via false physiological feedback while the subjects listened to a persuasive communication. The present experiments used a similar procedure in an attempt to test an "arousal only" against an "arousal reduction" hypothesis. Subjects listened to a persuasive speech while receiving false feedback via a meter concerning their fear arousal. In Experiment I half of the subjects received high arousal and half received moderate arousal information. Within each of these conditions half of the subjects had their arousal reduced, and the other half did not. In Experiment II subjects received either low arousal, high arousal, or high then low arousal feedback while listening. The results of the two studies generally provided support for the "arousal only" hypothesis. An interpretation in terms of Bem's attribution theory was tentatively suggested.     

Women as authority figures: The use and nonuse of authority

This paper reports the results of two experiments designed to investigate the effect of sex-role stereotypes on evaluations of authority figures. Female and male subjects read short accounts of various situations in which an authority figure confronted a subordinate who had transgressed in some way and then evaluated the authority figure on a variety of dimensions. Sex of the authority figure and of the subordinate were varied factorially. In Experiment 1, where the authority figure took a hard line with the transgressing subordinate, it was found that a female authority figure being firm with a male subordinate was evaluated most negatively. In Experiment 2, where the authority figure was lenient with the subordinate, it was found that a female authority figure being lenient with a female subordinate was evaluated most negatively. Implications of the results are discussed.     

Effects of message, source, and context on evaluations of employee voice behavior

The article contained a production-related error. In Table 5, the four values in the rows for Study 1 Prosocial motives and Study 1 Constructive voice should have been shifted one column to the right, to the Direct and Total Performance evaluations columns. All versions of this article have been corrected.] Although employee voice behavior is expected to have important organizational benefits, research indicates that employees voicing their recommendations for organizational change may be evaluated either positively or negatively by observers. A review of the literature suggests that the perceived efficacy of voice behaviors may be a function of characteristics associated with the (a) source, (b) message, and (c) context of the voice event. In this study, we manipulated variables from each of these categories based on a model designed to predict when voice will positively or negatively impact raters' evaluations of an employee's performance. To test our model, we conducted 3 laboratory studies in which we manipulated 2 source factors (voicer expertise and trustworthiness), 2 message factors (recommending a solution and positively vs. negatively framing the message), and 2 context factors (timing of the voice event and organizational norms for speaking up vs. keeping quiet). We also examined the mediating effects of liking, prosocial motives, and perceptions that the voice behavior was constructive on the relationships between the source, message, and context factors and performance evaluations. Generally speaking, we found that at least one of the variables from each category had an effect on performance evaluations for the voicer and that most of these effects were indirect, operating through one or more of the mediators. Implications for theory and future research are discussed.     

Self-Discrepancies and Involvement Moderate the Effects of Positive and Negative Message Framing in Persuasive Communication

One individual difference that is conceptually closely related to the positive and negative framing of outcomes in persuasive communications is the person's self-discrepancy. It was expected that a match between a person's self-discrepancy and framing will lead to more persuasion, under the condition that the information is processed centrally (high involvement). Two experiments were conducted to test this expectation, one through the Internet among obese people and one in the laboratory among students. Both experiments showed that only among those with high involvement—assessed as an individual difference—participants with an ideal-discrepancy were persuaded the most by the positively framed information, whereas participants with an ought-discrepancy were persuaded the most by the negatively framed information.     

Negative self-evaluations and the relation to performance level in socially anxious children and adolescents

The current study investigated whether negatively biased self-evaluations of nervousness and social skills are related to how well an individual actually performs, that is performance level. Sixty-eight high socially anxious and 68 control participants (age range 9–17 years) gave a 5 min speech in front of a pre-recorded audience of same age peers and a teacher. Participants' evaluations immediately after the task were measured on a number of performance dimensions. Three independent observers also evaluated recordings of the speech performances. Participants were further divided into good and bad performers based on their actual performance level as judged by the observers. Self-evaluations of the high socially anxious participants were negatively biased for nervous appearance regardless of how well they actually performed. In contrast, a negative bias for social skills only occurred in the high anxious participants with a good performance. The social skill evaluations of the poor performers appear warranted. Taking actual performance level into account may help to clarify the exact nature of a negative bias in socially anxious youth and has clear implications for the choice of treatment approach.