The cue utilization effects model

Abstract

This paper proposes and tests a cue utilization effects model which explains the impact of multiple persuasion cues under conditions of minimal cognitive processing. This model was tested in an experiment which manipulated source attractiveness and expertise along with sex‐typed status of the receiver. Results showed a predicted interaction on attitude. Sex‐typed women used the expertise in a positive manner while sex‐typed men used it in a negative manner. Also, attractiveness was a strong cue for all participants. Intention results did not confirm the model and instead showed an excellent fit with predictions from the Theory of Reasoned Action. Implications for future research with the cue utilization effects model are discussed.

Key concepts:

• Persuasion
• attitudes
• cues
• gender rule
• attractiveness
• expertise