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Extremity of a Persuasive Message Position Interacts with Argument Quality to Predict Attitude Change

Hinsenkamp, Lucas Daniel
http://rave.ohiolink.edu/etdc/view?acc_num=osu1531504453079987

Abstract Details

2018, Doctor of Philosophy, Ohio State University, Psychology.
When crafting a persuasive message, what is the effect of the extremity of the message’s position? Past work has demonstrated that, with greater extremity comes greater movement in recipients’ positions. However, there is also evidence that the reverse can occur: Greater extremity can lead to greater counter-arguing and reduced persuasion. The elaboration likelihood model of persuasion provides a framework to understand the range of demonstrated and possible effects, postulating that any variable in a persuasion context can function in multiple ways: serving as central arguments to be scrutinized, peripheral cues of positivity or negativity when not carefully scrutinized, or determining the extent or direction of message-related processing. Whether position extremity can determine the amount of message-related processing has not been rigorously investigated. Across two sets of two studies each, we demonstrate that, indeed, the extremity of a message can determine the amount of message-related processing. Through this process, we demonstrate that, although an extreme position may not be accepted, it can create positive attitude change if supported by strong arguments, as it increases processing of the strong supporting reasons. If supported by weak, easy-to-counterargue arguments, however, an extreme position has a negative effect on persuasion. Finally, we demonstrate that this moderating effect of argument quality is weakened at absurdly extreme positions: As a message position becomes too extreme, it loses its attention-grabbing power, and message recipients begin paying less attention to the message.
Richard Petty, PhD (Advisor)
Duane Wegener, PhD (Committee Member)
Russell Fazio, PhD (Committee Member)
107 p.
Psychology; Social Psychology
Persuasion; attitudes; attitude change; public policy; social influence; psychology; extremity;

Recommended Citations

Citations

  • Hinsenkamp, L. D. (2018). Extremity of a Persuasive Message Position Interacts with Argument Quality to Predict Attitude Change [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1531504453079987

    APA Style (7th edition)

  • Hinsenkamp, Lucas. Extremity of a Persuasive Message Position Interacts with Argument Quality to Predict Attitude Change. 2018. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1531504453079987.

    MLA Style (8th edition)

  • Hinsenkamp, Lucas. "Extremity of a Persuasive Message Position Interacts with Argument Quality to Predict Attitude Change." Doctoral dissertation, Ohio State University, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=osu1531504453079987

    Chicago Manual of Style (17th edition)

osu1531504453079987
536
© 2018, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.