The Impact of Attitude Accessibility on Elaboration of Persuasive Messages  

Oleh:

Petty, Richard E. ; Fabrigar, Leandre R. ; Priester, Joseph R. ; Wegener, Duanne T.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Personality and Social Psychology Bulletin (http://journals.sagepub.com/home/pspc) vol. 24 no. 4 (1998), page 339-354.
Topik: persuasive; persuasive messages; elaboration; attitude accessibility; impact
Fulltext: 339.pdf (2.85MB)

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Perpustakaan Pusat (Semanggi) Nomor Panggil: PP45.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Two experiments were conducted to examine the impact of attitude accessibility on elaboration of persuasive appeals. In experiment 1, the accessiility of attitudes toward nuclear power was measured using response latencies. Participants were then presented with a persuasive message that contained either strong or weak arguments against the use of nuclear power. Argument quality had a greater impact on persuasion when attitudes were high in accessibilty than when they were low in accessibility. In experiment 2, the accesibility of attitudes toward vegetarianism was experimentally manipulated by varying the number of times participants then read a pro - vegetarianism persuasive message that contanied either strong or weak arguments. Again, argument quality had a greater impact on persuasion when accessibility was high than when it was loss. Taken together, both experiments suggest that increased message topic attitude accessibility leads to enhanced elaboration of persuasive messages on those topics.

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