Persuasion and Semantic Network Structure: Testing Message Effects of Attribute Centrality on Decision Making under Uncertainty

ABSTRACT

Bringing together probabilistic persuasion theory and semantic network models, past research introduced the number and strength of direct connections in a semantic network as a theory-based criterion of argument quality. In two experiments, the present research provides evidence that this argument quality criterion also increases persuasion in decision-making contexts. Experiment 1 revealed that highly central attributes—embedded in advertising arguments advocating for choice of a focal product—were more persuasive, increased choice confidence, and were perceived as better arguments than attributes low in centrality. Experiment 2 nearly mirrored Experiment 1 by revealing main effects of attribute centrality on respondent choice behavior and perceived argument quality. In addition, an interaction effect of centrality and age on participant choice latencies was observed. In comparison to other age brackets, young adult participants had significantly lower choice latencies when choices were based on highly central attributes as opposed to lowly central attributes.

KEYWORDS:

• Argument quality
• decision making
• information processing
• persuasion
• semantic networks

Disclosure statement

No potential conflict of interest was reported by the authors.