The information processing model of persuasion was used as the basis for a mathematical model of language intensity effects. The model proposes that attitude change is a product of message discrepancy, source evaluation, and message strength. The results show strong support for the model. The salient source evaluation dimension was perceived trustworthiness. Language intensity enhanced attitude change directly, by acting as a multiplier of message strength, and indirectly, by increasing message discrepancy. These effects held for female as well as male sources. Path analysis indicated the presence of source evaluation heuristics. Intensity enhanced source ratings through a positively linked causal chain from intensity to dynamism to expertise to trustworthiness. Intensity also had negative effects on post‐message expertise and trustworthiness unmediated by dynamism.
Communication Quarterly
Volume 41, 1993 - Issue 2
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