Evaluating the message or the messenger? Implications for self-validation in persuasion. 2013

Jason K Clark, and Duane T Wegener, and Vanessa Sawicki, and Richard E Petty, and Pablo Briñol
1University of Iowa, USA.

Characteristics of persuasive message sources have been extensively studied. However, little attention has been paid to situations when people are motivated to form an evaluation of the communicator rather than the communicated issue. We postulated that these different foci can affect how a source validates message-related cognitions. Participants focused on the source (Studies 1 and 2) or the issue (Study 2) while reading weak or strong message arguments. Later, the communicator was described as low or high in credibility. When focused on the source, highly motivated participants were more confident and their attitudes were more reflective of thoughts when argument quality matched (e.g., weak arguments-low credibility) rather than mismatched (e.g., weak arguments-high credibility) source credibility. Conversely, when participants were focused on the issue, self-validation was greater when credibility was high rather than low-regardless of argument quality. Implications of these findings for the study and practice of persuasion are discussed.

UI MeSH Term Description Entries
D007398 Interpersonal Relations The reciprocal interaction of two or more persons. Social Relationships,Husband-Wife Communication,Partner Communication,Communication, Husband-Wife,Communication, Partner,Husband Wife Communication,Husband-Wife Communications,Interpersonal Relation,Partner Communications,Relation, Interpersonal,Relationship, Social,Social Relationship
D010565 Persuasive Communication A mode of communication concerned with inducing or urging the adoption of certain beliefs, theories, or lines of action by others. Persuasion,Communication, Persuasive
D006801 Humans Members of the species Homo sapiens. Homo sapiens,Man (Taxonomy),Human,Man, Modern,Modern Man
D001290 Attitude An enduring, learned predisposition to behave in a consistent way toward a given class of objects, or a persistent mental and/or neural state of readiness to react to a certain class of objects, not as they are but as they are conceived to be. Sentiment,Attitudes,Opinions,Opinion,Sentiments
D012649 Self Concept Persons' view of themselves. Self Esteem,Self Perception,Self Confidence,Self-Perception,Concept, Self,Confidence, Self,Esteem, Self,Perception, Self,Perceptions, Self,Self Esteems,Self Perceptions,Self-Perceptions
D013850 Thinking Mental activity that is not predominantly perceptual by which one apprehends some aspect of an object or situation based on past learning and experience. Critical Thinking,Thinking Skills,Thought,Thinking Skill,Thinking, Critical,Thoughts

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