Ideal Persuasive Message Processing

X is true.

Evaluate whetherX is true solely onbasis of evidence.

X

Realistic Persuasive Message Processing

X is true.

Message CharacteristicsIs it supported by evidence?Positive/Negative?Aesthetically pleasing?etc.

Source CharacteristicsLikable?Credible?etc.

Realistic Persuasive Message Processing

X is true.

Message CharacteristicsIs it supported by evidence?Positive/Negative?Aesthetically pleasing?etc.

Source CharacteristicsLikable?Credible?etc.

CentralRoute

PeripheralRoute

This world of ours would be inconceivable without the existence of a religious belief.

I can fight only for something that I love, love only what I respect, and respect only what I know.

Strength lies not in defense but in attack.

Words build bridges into unexplored regions.

Words build bridges into unexplored regions.

Strength lies not in defense but in attack.

This world of ours would be inconceivable without the existence of a religious belief.

I can fight only for something that I love, love only what I respect, and respect only what I know.

Mein Kampf

Quotes from

Vladimir Lenin (1870-1924)Russian revolutionary,Author, What Is to Be

Done?1st Soviet Party Chairman

I hold that a little rebellion now and then is a good thing, and as necessary in the political world as storms are in the physical.

Low student agreement;Rebellion = “bloodshed”

Prestige Suggestion (Asch, 1952)

Vladimir Lenin (1870-1924)Russian revolutionary,Author, What Is to Be

Done?1st Soviet Party Chairman

Thomas Jefferson (1743-1826)American revolutionary,Author, Declaration of

Independence,3rd President of U.S.A.

I hold that a little rebellion now and then is a good thing, and as necessary in the political world as storms are in the physical.

Low student agreement;Rebellion = “bloodshed”

High student agreement;Rebellion = “release from tyranny”

Prestige Suggestion (Asch, 1952)

Vladimir Lenin (1870-1924)Russian revolutionary,Author, What Is to Be

Done?1st Soviet Party Chairman

Thomas Jefferson (1743-1826)American revolutionary,Author, Declaration of

Independence,3rd President of U.S.A.

I hold that a little rebellion now and then is a good thing, and as necessary in the political world as storms are in the physical.

Low student agreement;Rebellion = “bloodshed”

High student agreement;Rebellion = “political change”

Prestige Suggestion (Asch, 1952)

Source info. alters

message meaning!

Prestige Suggestion

I hold that a little rebellion now and then is a good thing, and as necessary in the political world as storms are in the physical.

+

+

+

Your photohere

Source

Attitude

Hovland, Janis, & Kelley (1953)• P’s listen to message arguing for lenient treatment of juvenile offenders; indicate attitude (pro or con)• Message attributed to one of 2 sources:

Juvenile Court Judge Twice-convicted Drug Dealer

OR

High Credibility Low Credibility

(judge)

(dealer)Sourcedetachesfrom messagein memory

Blah blah blah…

What makes a source likable?

The Likability HeuristicWe trust and are more likely to agree with sources we like (regardless of themessage).

0

20

40

60

80

100

120

140

Low Moderate High

Attractiveness

% o

f A

vg

. S

ala

ry

Male

Female

Bodenhorn (1996): Starting salaries & Employee Attractiveness

1. Physically attractive sources are more likable

Chaiken (1973) • Confederates seek signatures for conservation petition • Attractiveness, gender varied

1. Physically attractive sources are more likable

0

50

100

150

200

250

Low Moderate High

Attractiveness

# o

f p

eti

tio

n s

ign

atu

re

s a

cq

uir

ed

Male

Female

Clifford & Walster (1973) • 5th grade teachers rate “promise” of students; • academic info. Identical, attractiveness, gender in photo varied

1. Physically attractive sources are more likable

0

1

2

3

4

5

6

7

Low Moderate High

Attractiveness

Me

an

"P

rom

ise

" R

ati

ng

Male

Female

46% 27%

68% 56%

Victim Attractive Unattractive

Attractive

Defendant

Unattractive

Stewart (1980): How persuasive is defendant’stestimony? (DV: Perceived guilt)

1. Physically attractive sources are more likable

36.5%

62%

$8,866 $5,623

$10,051

$6,688

Victim Attractive Unattractive

Attractive

Defendant

Unattractive

Kulka & Kessler (1980): DV: Damages awarded to victim in a negligence trial

1. Physically attractive sources are more likable

1. Physically attractive sources are more likable

25% 23% 36% 38%

% Recidivism

Recidivism: Repeatincarceration

Kurtzburg, Safiar, & Covior (1968)

Is Beauty Biological or Cultural?

Langlois (1990, 2000)– Striking reliability in

attractiveness ratings across different people

– Infants prefer faces that adults think are attractive

Is Beauty Biological or Cultural?

Averaged Facial Composites

4 faces 8 faces 16 faces 32 faces

The “average” face tends to be preferred (Langlois & Roggman, 1990)

• composites “average” features from 4, 8, 16, or 32 of the photos•Averaged composites preferred to individual faces

Is Beauty Biological or Cultural?Beauty standards differ

by culture (face/neck adornment)

and

time frameswithin a culture(bust-waist ratio)

2.People who are similar (to us) are more likable.

0

50

100

150

200

250

Low Moderate High

Similarity in Attire

# o

f p

eti

tio

n s

ign

atu

res

ac

qu

ire

d

Male

Female

Suedfeld et. al., 1971: Antiwar petition

British Negotiation Study (Bulryne) •9 year study of professional contract and labor negotiators

•Negotiators categorized as “average” or “skilled” based on success

•How do negotiators spend their time in discussion?

Average Skilled

2.People who are similar (to us) are more likable.

•Stanford/Northwestern Online Negotiation Game

•Two negotiation conditions:

• “Strictly Business”: personal talk prohibited

2.People who are similar (to us) are more likable.

Online Negotiation Study

•Stanford vs. Northwestern MBA students negotiate via internet

•Two negotiation conditions:

• “Strictly Business”: personal talk prohibited

• “Soc. Info. Exchange”: personal talk allowed in first 30 minutes