From Logos to Pathos in Social Psychology and Academic Argumentation: Reconciling Postmodernism and Positivism in a Sociology of Persuasion

This paper argues that one can empirically test, via positivist methods, the post-modern attack on positivist epistemologies: Postmodern perspectives hold Knowledge and Truth to be intersubjective, consensus-driven social constructions. But traditional scientific approaches to knowledge, exemplified here by the cognitive social psychology of persuasion, seem oblivious to this and continue to detach the study of attitudes, beliefs, and emotions from that of knowledge, facts, and reason. Abandoning these artificial distinctions in both epistemology and method would enable this social psychology, reconstituted as a Sociology of Persuasion, to contribute greatly to illuminating the processes of Truth and Knowledge construction in social interaction. Moreover, this would facilitate academic engagement in civic discourse.     

Fear Appeals and Persuasion: A Review and Update of the Extended Parallel Process Model

The Extended Parallel Process Model (EPPM; Communication Monographs, 59, 1992, 329) is a predominant message design theory in the social science fear appeal literature that provides a framework for effective communication of health‐related information. This paper provides a review and update of the theory and the use of fear appeals in persuasion. First, a brief overview of the EPPM is provided. Then, Littlejohn and Foss (Theories of Human Communication, 2005, Belmont, CA: Thomson Wadsworth) criteria for evaluation of theory are used as a guide for reviewing research guided by the EPPM in terms of the consistency of data with theoretical predictions, how it has been adjusted and extended through research findings, and a discussion of future research to expand social scientific knowledge about fear appeals and persuasion. It is concluded that the EPPM has advanced our understanding of how fear appeals operate and continues to generate questions for research in risk messaging.     

Beyond Fear Appeals: Negative and Positive Persuasive Appeals to Health and Self-Esteem

The present research was designed to extend our knowledge of fear appeals and attitude change in two directions. The first purpose was to compare a traditional negative, or fear, appeal to its counterpart, an appeal emphasizing the positive consequences of accepting a communicator's recommendation. The second purpose was to test the assumption of the theory of protection motivation that people are motivated to protect themselves from psychological and social, as well as physical, threats. The results disclosed that, compared to a no-message control condition, the traditional negative appeal to health was more persuasive than the positive appeal. A positive appeal to self-esteem, however, was superior to a negative appeal to self-esteem. Several implications for health psychology were discussed. First, the traditional negative appeals to health may be more persuasive than positive appeals. Second, people may be persuaded to adopt healthy lifestyles for reasons other than health per se (i.e., to enhance self-esteem). The following tentative conclusions were based on unexpected findings and should be interpreted with caution. The decision to use a positive or negative appeal should consider the number of available adaptive responses. Finally, the data suggested that mass media health campaigns should use both negative and positive appeals.     

The Effects of Fear of AIDS and Gender on Responses to Fear-Arousing Condom Advertisements

The effects of message fear arousal, fear of AIDS, and gender on attitudinal responses to condom advertisements were tested in a laboratory experiment. Ninety-five male and 96 female college students, previously assessed for fear of getting AIDS, rated the effectiveness of 1 of 4 high-fear or 4 low-fear condom ads in motivating them to buy the product. Contrary to prediction, the high-fear condom ads did not significantly differ from low-fear ads in effectiveness. The prediction that subjects' fear of AIDS would interact with ad fear level was also not supported. However, subjects with a high fear of getting AIDS viewed ads as more effective than did low-fear subjects. As predicted, male subjects viewed ads as more effective than did women. Results support the health belief model's tenet that a sense of vulnerability facilitates acceptance of a message. Implications of the results for condom use promotion in AIDS prevention materials are discussed.     

The Impact of Argumentativeness on Resistance to Persuasion

This investigation examined the impact of argumentativeness on cognitive responses and attitude change. A negative relationship between argumentativeness and attitudes was predicted. In addition, argumentatives were expected to produce greater numbers of counterarguments. This research also tested a mediational model for cognitive responses and examined the role of argumentativeness in moderating the effects of cognitive responses on attitudes. These predictions were tested by exposing respondents to three mass media messages and measuring argumentativeness. A no-message control group was also included. Volunteer undergraduate college students saw one television advertisement and read two print advertisements and were asked to complete a post hoc thought listing task and a series of dependent measures. Results indicate that argumentative individuals tend to be more resistant to persuasion. Furthermore, argumentatives were found to generate greater numbers of counterarguments. Attitude change for the highly argumentative individual was found to be a function of both positive and negative responses. In addition, the results of this investigation were inconsistent with the moderation hypothesis.     

Persuasion: From Single to Multiple to Metacognitive Processes

ABSTRACT— This article provides a brief overview of major developments in the history of contemporary persuasion theory. The first intuitive and empirical approaches to persuasion were guided by main-effect questions (e.g., are experts more persuasive than nonexperts?). Furthermore, researchers focused on only one process by which variables (e.g., emotion, source credibility) would have an impact (e.g., emotion affected attitudes by classical conditioning). As data began to accumulate, so many new theories and effects were uncovered that the discipline faced collapse from the numerous inconsistencies evident. In response to the reigning confusion of the previous era, contemporary multiprocess theories were proposed (e.g., the elaboration likelihood model). According to these more integrative approaches, any one variable could affect attitudes by different processes in different situations and thereby sometimes produce opposite effects. Finally, we describe the role of a recently discovered new contributor to persuasion: self-validation. Unlike previous mechanisms that focus on primary cognition, this new process emphasizes secondary or meta-cognition.     

Normative Appeals to the Natural

Surprisingly, many ethical realists and anti-realists, naturalists and not, all accept some version of the following normative appeal to the natural (NAN): evaluative and normative facts hold solely in virtue of natural facts, where their naturalness is part of what fits them for the job. This paper argues not that NAN is false but that NAN has no adequate non-parochial justification (a justification that relies only on premises which can be accepted by more or less everyone who accepts NAN) to back up this consensus. I show that we cannot establish versions of NAN which are interesting in their own right (and not merely as instances of a general naturalistic ontology) by appealing to the nature of natural properties or the kind of in-virtue-of relation to which NAN refers, plus other plausible non-parochial assumptions. On the way, I distinguish different types of 'in virtue of' claims. I conclude by arguing that the way in which assessment of meta-ethical hypotheses is theory-dependent predicts the failure of non-parochial justifications of NAN.     

The Effects of Instructor Fear Appeals and Moral Appeals on Cheating-Related Attitudes and Behavior of University Students

Little attention has been paid in academic dishonesty literature to empirically testing the effectiveness of different instructor communication strategies to minimize cheating. Using a quasi-experimental design, we compared the effectiveness of instructor fear appeals and moral appeals on student cheating-related attitudes and behavior. Cheating was most strongly associated with neutralizing attitudes in the moral appeal condition. Also, the relationship between observation of others cheating and self-reported cheating behaviors was stronger in both treatment conditions than in the control condition. Although a trend toward less cheating in the treatment conditions was evident, it did not attain statistical significance.     

Virtual Humans and Persuasion: The Effects of Agency and Behavioral Realism

Two studies examined whether participant attitudes would change toward positions advocated by an ingroup member even if the latter was known to be an embodied agent; that is, a human-like representation of a computer algorithm. While immersed in a virtual environment, participants listened to a persuasive communication from a digital representation of another student. The latter was actually an embodied agent (a computer-controlled digital representation of a human). Study 1 examined the extent to which gender of the virtual human, participant gender, and the agent's behavior affected attitude change. Results revealed gender-based ingroup favoritism in the form of greater attitude change for same gender virtual humans. Study 2 examined behavioral realism and agency beliefs; that is, whether participants believed the other to be an agent or an avatar (an online representation of an actual person). Results supported Blascovich and colleague's model of social influence within immersive virtual environments. Specifically, the prediction that virtual humans high in behavioral realism would be more influential than those low in behavioral realism was supported, but this effect was moderated by the gender of the virtual human and the research participant. Implications of these findings for the model are discussed.     

The Role of Comprehension Processes in Communication and Persuasion

The impact of media communications on attitude formation and change clearly depends on how the messages are comprehended. Although the role of comprehension processes in communication and persuasion has a long history in social psychology (cf. Hovland, Janis, & Kelley, 1953 Hovland, C. I., Janis, I., & Kelley, H. H. (1953). Communication and persuasion. New Haven, CT: Yale University Press. [Google Scholar]; McGuire, 1964 McGuire, W. J. (1964). Inducing resistance to persuasion. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 1, pp. 191–229). New York, NY: Academic Press. [Google Scholar], 1968 McGuire, W. J. (1968). Personality and susceptibility to social influence. In E. F. Borgatta & W. W. Lambert (Eds.), Handbook of personality theory and research (pp. 1130–1187). Chicago, IL: Rand McNally. [Google Scholar], 1972 McGuire, W. J. (1972). Attitude change: An information processing paradigm. In C. G. McClintock (Ed.), Experimental social psychology (pp. 108–141). New York, NY: Holt, Rinehart, and Winston. [Google Scholar]; Wyer, 1974 Wyer, R. S. (1974). Cognitive organization and change: An information-processing approach. Hillsdale, NJ: Erlbaum. [Google Scholar]), it has received little attention in media research. In this article, we discuss both theory and research that have implications for how the comprehension of communication at early stages of processing can impact attitudinal responses to media communications, including print and broadcast advertising, narrative television programming, newspaper articles, political messages, and donation appeals.     

From Theory of Rhetoric to the Practice of Language Use: The Case of Appeals to Ethos Elements

In their book Commitment in Dialogue, Walton and Krabbe claim that formal dialogue systems for conversational argumentation are “not very realistic and not easy to apply”. This difficulty may make argumentation theory less well adapted to be employed to describe or analyse actual argumentation practice. On the other hand, the empirical study of real-life arguments may miss or ignore insights of more than the two millennia of the development of philosophy of language, rhetoric, and argumentation theory. In this paper, we propose a novel methodology for adapting such theories to serve as applicable tools in the study of argumentation phenomena. Our approach is both theoretically-informed and empirically-grounded in large-scale corpus analysis. The area of interest are appeals to ethos, the character of the speaker, building upon Aristotle’s rhetoric. Ethotic techniques are used to influence the hearers through the communication, where speakers might establish, but also emphasise, weaken or undermine their own or others’ credibility and trustworthiness. Specifically, we apply our method to Aristotelian theory of ethos elements which identifies practical wisdom, moral virtue and goodwill as components of speakers’ character, which can be supported or attacked. The challenges we identified in this case and the solutions we proposed allow us to formulate general guidelines of how to exploit rich theoretical frameworks to the analysis of the practice of language use.

     

The Relation of Cognitive and Memorial Processes to Persuasion in a Simulated Jury Trial

Four experiments investigated the dependence of persuasion on cognitive factors. All experiments employed a court case for which 795 subjects acted as jury members, reading summaries of both the prosecution and defense's testimony. The amount of objective information on both sides of the case was varied. Persuasion was a position function of the number of prosecution arguments and the number of defense arguments. This finding was extended by obtaining measures of the subjects'cognitive reactions to the case as well as their opinions and by following both of these measures over time. Both analysis of variance and multiple regression techniques showed that subjects could have derived their opinions from their cognitions about the case. This relationship also held up over time. These results suggest the general form of an information-processing theory of persuasion. One prediction of this theory is for an asymptotic function relating objective information to persuasion. This prediction received empirical support.     

Argumentum ad Verecundiam: New Gender-based Criteria for Appeals to Authority

In his influential work on critical argumentation, Douglas Walton explains how to judge whether an argumentum ad verecundiam (appeal to authority) is fallacious or legitimate. He provides six critical questions and a number of ancillary sub-questions to guide the identification of reasonable appeals to authority. While it is common for informal logicians to acknowledge the role of bias in sampling procedures (which are supposed to select statistically random samples) and hypothesis confirmation (which tends to be self-serving), there is a conspicuous lack of discourse on the effect of identity prejudice on judgments of authority, even though this is a well-documented factor in attributing credibility, expertise, trustworthiness, and professional competence to oppressed groups. This could result in faulty judgments of ad verecundiam fallacy. Focusing on gender bias, I review recent works in feminist epistemology—particularly those of Miranda Fricker (2007) and Helen Longino (2002)—to develop three gender-based critical questions to supplement Walton’s original list of six. This addition will help us to identify erroneous dismissals of appeals to authority based on epistemic injustice and epistemic irresponsibility on the part of the speaker or knowledge community. This project promotes the overlapping aims of feminist epistemology and informal logic.     

Using Social Cognition and Persuasion to Promote Energy Conservation: A Quasi-Experiment1

A quasi-experiment was conducted to determine if the effectiveness of the R.C.S. Home Energy Audit Program could be improved by training auditors to use social-psychological principles during the audit procedure. Nine experienced home energy auditors attended two 1-day workshops in which they were trained to: (a) communicate vividly; (b) personalize their recommendations to homeowners; (c) induce commitment; and (d) frame their recommendations in terms of “loss” rather than “gain”. The effectiveness of the trained auditors was compared with a control group of experienced auditors who did not receive specific training. Both telephone interview data and utility company records pointed to the success of the auditor training. In interviews, customers served by the trained auditors reported a greater likelihood of acting on the auditors' recommendations, and a large number of these customers reported applying for utility programs to finance retrofits. Utility records validated these customer claims: A significantly larger number of customers served by trained auditors actually did apply for retrofit finance programs. A longitudinal measure of actual energy consumption showed no difference between experimental and control households. Taken as a whole, these findings demonstrate the potential for using principles uncovered in the social psychological laboratory to design applied interventions.     

Broadcasting to an Enemy Country: What Appeals are Effective,and Why

Summary

This study examined inmate perceptions of the value of membership of penitentiary residential unit management committees for the rehabilitation of inmates. The degree of favorableness of inmate perceptions of the committees was treated as a function of their participation in a number of other penitentiary programs.

It was found that categorization of inmates in this way was useful for identifying and explaining differences in their perceptions of the utility of membership of the residential committees for rehabilitation. It was also found that in the case of three programs—group therapy, playing bridge, and individual counselling of inmates by classification officers —participants had significantly more favorable perceptions of residential committees than nonparticipants. A comparison of the perceptions of residential committees by these inmate samples and staff disclosed that only participation in counselling by classification officers and playing bridge resulted in inmates' perception of the committees becoming as favorable as those of the staff.

The conceptual framework of the study employed dissonance theory to account for the effect of participation on inmates' perceptions of the committees.     

Help Seeking: Effects of Visibility of Task Performance and Seeking Help

This study manipulated independently whether help seeking and task performance were public or private, since in public settings persons may lose esteem by seeking help or by demonstrating unsuccessful performance. Subjects were given false feedback that they were doing poorly on a task involving judging levels of neuroticism in others, and were given all opportunity to seek help by consulting a set of guidelines. The main result was an interaction with help seeking most likely when task performance was public and help seeking was private.     

Religious Appeals and Implicit Attitudes

This article explores the effects of religious appeals by politicians on attitudes and behavior. Although politicians frequently make religious appeals, the effectiveness of these appeals and the mechanisms of persuasion are unknown. This article explores the possibility that religious language can affect political attitudes through implicit processes. Because religious attachments are formed early in the lives of many Americans, religious language may influence citizens without their awareness. Implicit and explicit attitudes are related but distinct constructs, and implicit attitudes may have behavioral implications in the political realm. I test these hypotheses experimentally, relying on a widely used implicit measure, the Implicit Association Test. I find that a Christian religious appeal affects implicit attitudes and political behavior among people who currently or previously identify as Christian. Furthermore, an explicit preference for less religion in politics does not moderate implicit effects.     

Willingness to Help a Stranger: The Effects of Social Context and Opinion Similarity1

Two field experiments investigate how information about aspects of the social environment affects willingness to help others who are similar or dissimilar. Subjects were pedestrians who found a lost packet of materials containing information about the opinions of the packet's loser and a survey report which claimed that the quality of life in the neighborhood had either improved or deteriorated. In the fiist study, the opinions were varied in order to create different degrees of opinion similarity between the loser and subject. Results showed that relatively slight differences between the loser's and subject's opinions made subjects unwilling to help (return the lost packet) when information about the social environment suggested a negative state of affairs, e.g., quality of life deteriorating. However, when information about the social environment suggested a positive state of affairs, subjects were willing to help, even if there was little similarity of opinion. In the second study, subjects learned that the loser of the packet agreed with their views on one opinion but disagreed on another. In this study, one of the two opinions concerned the same social issue as the one described in the survey report. Results demonstrated that subjects helped when there was agreement on the social issue that was also highlighted in survey reports of a negative state of affairs in the social environment and withheld help when there was disagreement on this issue. There were trends for the same result with information about a positive state of affairs in the social world.