Argumentation and credibility appeals in persuasion

Abstract

This study tests the cognitive response model while investigating three means of persuasion—argumentation, expertise, and attractiveness—on an involving topic. Arguments perceived as strong by receivers generate more favorable cognitive responses (more supportive and less refutative thoughts) than weak message arguments, and they generate more attitude change. While perceived source expertise and attractiveness influenced cognitive responses, they did not do so in a coherent fashion nor did they mediate attitude change.

Notes

The author expresses appreciation to Richard E. Petty for ideas and sample stimulus materials and dependent measures and to David Davis, who voluntarily served as research assistant. This study was supported in part by a Summer Research Fellowship from the Bowling Green State University Faculty Research Committee.