The effects of selected syntactical choices on source credibility, attitude, behavior, and perception of message

Abstract

This study investigated the effects of stylistic syntactical choices. Independent variables were source credibility (high, low) and selected syntactical choices within the sentence (normal order, antithesis, inversion, omission, question, repetition, and combined choices). Dependent variables were terminal source authoritativeness and character, attitude towards message, frequency of petition signing, and perception of message (clear‐unclear, wordy‐concise, refined‐crude, well supported‐poorly supported, organized‐disorganized, pleasing‐displeasing, biased‐unbiased). No significant difference for syntactical inductions were observed on dependent variables of attitude, authoritativeness, character, or frequency of petition signatures. The message manipulations significantly altered the subject's perception of the message.