Resisting persuasion by the skin of one's teeth: the hidden success of resisted persuasive messages

Recent research has suggested that when people resist persuasion they can perceive this resistance and, under specifiable conditions, become more certain of their initial attitudes (e.g., Z. L. Tormala & R. E. Petty, 2002). Within the same metacognitive framework, the present research provides evidence for the opposite phenomenon--that is, when people resist persuasion, they sometimes become less certain of their initial attitudes. Four experiments demonstrate that when people perceive that they have done a poor job resisting persuasion (e.g., they believe they generated weak arguments against a persuasive message), they lose attitude certainty, show reduced attitude-behavioral intention correspondence, and become more vulnerable to subsequent persuasive attacks. These findings suggest that resisted persuasive attacks can sometimes have a hidden yet important success by reducing the strength of the target attitude.     

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 perceived informational basis of attitudes: implications for subjective ambivalence

Three studies tested the hypothesis that when people receive persuasive messages, their perceptions of the information on which they base their attitudes can determine feelings of subjective ambivalence. Across studies, it is shown that when elaboration (e.g., need for cognition, personal relevance) is high, people have more subjective ambivalence when they perceive that they have based their attitudes on the source of a message rather than the arguments contained in that message. When elaboration is low, this effect is reversed. These findings suggest that people can assess the informational basis of their attitudes and that these assessments influence feelings of attitude ambivalence.     

Novel argumentation and attitude change: The case of polarization following group discussion

This study is concerned with attitude polarization as a function of two properties of a persuasive message: (a) its validity or acceptability and (b) its novelty. The latter is defined as the extent to which the message contains new arguments unlikely to have been already considered by the individual. Acceptability is assumed to be a necessary condition for inducing attitude change; the impact of novelty, therefore, was expected to be most pronounced for arguments of high validity. This hypothesis was tested in two related studies using arguments produced in response to choice dilemma items, widely used in research on polarization. First, it was shown that arguments rated as both valid and novel were perceived as more persuasive than arguments rated either as highly valid but obvious (non-novel) or as low in validity (non-valid) but novel. Second, when subjects read samples of valid arguments, their attitudes polarized in the direction advocated by the novel arguments rather than by the non-novel ones. These findings are considered relevant to the polarization of attitudes in groups. Other research demonstrates that this phenomenon is the result of persuasive arguments raised during group discussion, The present study suggests why such arguments may be persuasive.     

抵制说服:自我损耗对大学生态度改变的影响

以87名大学生为被试,采用2(损耗,非损耗)×2(强说服信息,弱说服信息)的实验设计,让被试完成损耗或非损耗任务后,阅读与其已有观念相反的或强或弱的说服信息,再测查其态度及认知反应,考察自我损耗对说服后态度的影响,并进一步考察认知反应在自我损耗与说服后态度关系中的作用。结果发现:(1)损耗组比非损耗组更容易顺从说服信息;(2)自我损耗及说服信息质量对说服后态度的交互作用边缘显著:在非损耗的情况下,个体阅读强、弱不同质量信息产生的态度有显著差异,在损耗情况下,个体阅读强、弱不同质量信息产生的态度差异不显著;阅读强说服信息,损耗组和非损耗组的态度差异不显著,阅读弱说服信息,损耗组的态度显著高于非损耗组;(3)自我损耗不影响个体的总体想法数量,但影响其思维偏好,自我损耗后个体更容易产生与说服信息一致的想法,中介分析表明自我损耗对说服后态度的影响是以思维偏好为中介的。     

Contextual contrast and perceived knowledge: Exploring the implications for persuasion

The present research tested the notion that perceived target knowledge can be affected by the amount of information one has about other recently encountered stimuli—whether that information is relevant or not. Furthermore, the present research tested the implications of this effect for persuasion. In 4 experiments, participants were presented with a persuasive message promoting a fictitious department store, but first received another message containing more or less information about something else (e.g., another store, a car, or a person). Regardless of the type or valence of initial information received, the initial message had a contrast effect on perceived target knowledge, which influenced target attitudes. The less information the initial message contained, the more persuasive knowledge participants thought they received from the target message, and the more their attitudes agreed with that message. These findings suggest that the perceived amount of persuasive information one has about a target stimulus can be manipulated to increase persuasion, even when the actual amount of information about the target stimulus does not vary.     

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.     

I,You, or He: Examining the Impact of Point of View on Narrative Persuasion

ABSTRACT

Narratives can be used to persuade individuals to change their attitudes and behaviors, and can be especially effective is in changing attitudes toward individuals that are stigmatized or otherwise labeled as outgroup members. One feature that can influence a story’s persuasive effectiveness is the story’s point of view (POV). This study experimentally investigated the relative impacts of 1st-, 2nd-, and 3rd-person POVs on attitudes toward, and beliefs about, gay people. Results showed that participants who read the 3rd-person story had significantly more positive attitudes toward gay people than those who read the 1st-person story. In all cases, POV appeared to have no impact upon narrative transportation or identification.     

Perceiving stability as a means to attitude certainty: The role of implicit theories of attitudes

This research introduces the concept of implicit theories of attitude stability. Across three studies, individuals are shown to vary both naturally and situationally in their lay theories about the stability of attitudes. Furthermore, these general theories are shown to impact people's certainty in their specific attitudes by shaping their perceptions of the stability of the attitude under consideration. By affecting attitude certainty, implicit theories of attitude stability also influence the extent to which people rely on their attitude when committing to future attitude-relevant behavior. Moreover, following exposure to a persuasive attack, implicit theories are shown to interact with situational perceptions of attitude stability to determine attitude certainty. Collectively, these findings suggest that implicit theories of attitude stability have an important influence on people's attitude certainty, subsequent behavioral intentions, and resistance to persuasive messages. Future directions concerning the potential impact of these theories for other attitudinal phenomena are discussed.     

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.     

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).     

The Effectiveness of Student Canvassers1

Student Es delivcred persuasive communications against US. involvement in Southeast Asia to community residents in the residents' homes. The Ss received either a written communication (a pamphlet), or a verbal communication (a talk with a student E), or, on successive occasions, both. A control group received neither communication. Later all the Ss were approached by other student Es with a relevant opinion inventory. At this time they were also offered a choice of contrasting petitions to sign. The attitude measure reflected no difference as a result of the written communication, and a negative persuasion effect for the verbal communication. Also Ss signed significantly fewer petitions, whether pro or con, after the verbal communication. The pragmatic implications of these results are discussed as they relate to student canvassers in the community.     

The Humean Way to China: Beyond the Stereotype

David Hume seems to receive several stereotypes and commonplace sentiments about China regarding its religion, national character, government, practices and economy, that he goes on to dismantle. Doing so, he allows the eighteenth-century reader to look at China from a different perspective. This perspective can still be useful especially today, when the “immense distance” between China and Europe has been reduced and, as Hume would say, almost everything we use is Chinese. In the name of an ambivalent European tradition, we are often inclined to revive these commonplace sentiments (for example, the uniformity of Chinese character) and neglect that part of our own tradition that tries to understand what is behind them and that also offers us the tools to go beyond them. This study endeavors to assemble an array of Hume’s scattered remarks, consider them in their context, and explore their possible sources in order to obtain not only a more Humean China, but also a more Chinese Hume.     

Communications About Environmental Risks and Risk‐Reducing Behavior: The Impact of Fear on Information Processing1

The present experiment examined the impact of fear on attitudes and the mediating role of information processing. Fear and argument strength were manipulated according to a 3 × 2 (Fear: Control vs. Moderate Fear vs. High Fear × Arguments: Weak vs. Strong) between‐subjects design. Fear was aroused with regard to the risks associated with global warming, and the information to be processed was a persuasive message about energy‐conserving light bulbs. The results indicate that both moderate and high levels of fear had an impact on attitudes. Moderate fear resulted in more positive attitudes toward energy‐saving bulbs, but only when strong arguments in favor of these bulbs were provided. High fear had a positive effect on attitudes, regardless of argument strength. It is concluded that fear may influence attitudes both in a direct and an indirect way, mediated by information processing. Whether the direct or the indirect effect dominates appears to depend on fear intensity.     

COGNITIVE TUNING AND DIFFERENTIATION OF ARGUMENTS IN COMMUNICATION

In an experiment examining the effects of cognitive tuning and attitudinal position upon individuals’ cognitive differentiation in generating arguments supporting and opposing an attitude issue, 162 undergraduate students were “tuned” either as potential sources (transmission tuning) or potential receivers (reception tuning) of a persuasive communication on one of two issues. They then prepared two lists of arguments, one positive and one negative for one of the attitude issues, after which they completed an attitude measure in both issues. As predicted, the subjects made salient and reported significantly more arguments consistent with than inconsistent with their attitudes toward the issues. More importantly, those persons prepared to function as communication sources generated significantly more arguments consistent with and fewer arguments inconsistent with their attitudes than did subjects expecting to receive persuasive communications on the issues.     

Matching the message source to attitude functions: Implications for biased processing

A study was conducted to examine the hypothesis that matching (vs. mismatching) the source of a persuasive message to the functional basis of recipients’ attitudes may lead to positively biased processing. Under conditions conducive to effortful processing, high and low self-monitors were presented with a persuasive message ascribed to a source that either matched or mismatched the functional basis of their attitudes (i.e., an expert source for low self-monitors and an attractive source for high self-monitors). The message content was either unambiguous strong, unambiguous weak, or ambiguous. As predicted, given an ambiguous message biased processing led to more agreement when the source matched (vs. mismatched) attitude functions. In contrast, an unambiguous strong message led to more agreement than an unambiguous weak message regardless of source matching (unbiased processing). Results are discussed with respect to the role of the activation and use of heuristics in biased processing.     

Changing prejudiced attitudes,promoting egalitarianism,and enhancing diversity through fundamental processes of persuasion

ABSTRACT

We review work from persuasion science relevant to reducing prejudiced attitudes. We begin by introducing the idea that the thoughts people generate – their number and valence – are critical for understanding when responding to persuasive attempts will result in egalitarian attitudes. A focus on thinking highlights the importance of understanding short and long-term attitude change in promoting diversity. How much people think is also consequential for spreading of initial change to more distal attitudes and generalization of change to other judgments. The second section describes a process of thought validation that emphasizes the importance of considering what people think and feel about their own thoughts. This meta-cognitive process is shown to make a difference in producing consequential changes in reducing prejudiced attitudes toward African Americans, immigrants, refugees, individuals with disabilities, and beyond. The conditions under which variables such as minority status and stigmatized sources affect elaboration and validation are also specified. The fourth section explores how these two processes are relevant for understanding explicit and implicit ambivalence and change in the domain of prejudiced attitudes. We highlight the utility of a process-oriented approach for designing future research and promoting more inclusive attitudes and actions.     

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.     

The Effectiveness of Student Canvassers1

Student E s delivered persuasive communications against U.S. involvement in S.E. Asis to community residents in the residents' homes. The S s received either a written communication (a pamphlet), or a verbal communication (a talk with a student E), or, on successive occasions, both. A control group received neither communication. Later all the Ss were approached by other student Es with a relevant opinion inventory. At this time they were also offered a choice of contrasting petitions to sign. The attitude measure reflected no difference as a result of the written communication, and a negative persuasion effect for the verbal communication. Also Ss signed significantly fewer petitions, whether pro or con, after the vcrbal communication. The pragmatic implications of these results are discussed as they relate to student canvassers in the community.     

Self-guide framing and persuasion: responsibly increasing message processing to ideal levels

The current research examines the effect that framing persuasive messages in terms of self-guides (ideal vs. ought) has on the attitudes and cognitive responses of individuals with chronic ideal versus ought self-guides. The strength of participants' ideal and ought self-guides and the magnitude of participants' ideal and ought self-discrepancies were measured using a computerized reaction time program. One week later, participants read a persuasive message about a fictional breakfast product, framed in terms of either ideals or oughts. Matching framing to stronger self-guide led to enhanced message processing activity, especially among individuals who were low in need for cognition. Individuals who read messages framed to match their stronger self-guides paid more attention to argument quality, as reflected in their attitudes and cognitive responses. Messages with self-guide framing that matched individuals' stronger self-discrepancies did not have this effect on processing.