Order Matters When Using Two-Sided Messages to Influence Morally Based Attitudes

Contrary to common beliefs, sometimes downplaying or even undermining one's case can enhance impact, especially for people with strong attitudes. Across four studies (N = 1,548), we demonstrate that the placement of the undermining information within a two-sided message matters. By manipulating message order within a two-sided message, Study 1 showed that the relative effectiveness of two- over one-sided messages for people with a moral attitude primarily occurred when the two-sided message acknowledged the recipient's side at the end rather than at the beginning of the message. Studies 2A/B showed that this effect was associated with positive source perceptions, such that placing the acknowledgment at the end results in people with a higher moral basis perceiving the source as more thoughtful and sincere. Furthermore, this inference process was more likely to occur when motivation to think was relatively high. Study 3, a preregistered experiment, replicated these findings using a different topic.

(How) did attack advertisements increase Affordable Care Act enrollments?

We examine the effects of exposure to negative information in attack advertisements in the context of Affordable Care Act (ACA) and Common Core (CC) education standards and show that they lead to an increase in the ACA enrollments and support of the CC standards. To explain this effect, we rely on the knowledge-gap theory and show that individuals who were exposed to more attack advertisements were also more likely to independently seek information, become more knowledgeable, and consequently support these subjects. In addition to an observational study, to test our hypotheses on the link between exposure to negative information, curiosity, and shifts in knowledge and support levels, we design and conduct a randomized experiment using a sample of 300 unique individuals. Our multi-methods research contributes to marketing literature by documenting a rare occasion in which exposure to attack advertisements leads to increased demand and unveiling the mechanisms through which this effect takes place.

How Children Form and Update Beliefs from an Evidence Series

Our attitudes/beliefs typically develop gradually, with information appearing over time. This study considered how 6- and 9-year-olds (N = 80) form beliefs from serial information, and how information order affects this, in parallel social and physical judgment tasks. Children updated their beliefs continuously, after each bit of information, or gave one judgment at the end of the series. Updating results showed strong, short-term recency effects; stable beliefs, reflecting all informers, developed as well. These stable beliefs were weaker for younger children; the recency was stronger. Both ages used a running average strategy when serially updating judgments, but a memory-based approach when responding only at the end. The latter produced no recency or age differences and led to stronger beliefs. It is concluded that children use the same serial judgment strategies as adults. Process parameters, e.g., recency weights, change with development/information complexity, but even young children form serial beliefs effectively.

Need for Closure Moderates the Break in the Message Effect

Cutting the message into smaller portions is a common practice in the media. Typically such messages consist of a headline followed by a story elaboration. In a series of studies Dolinski and Kofta (2001) have shown that such a break in the message increases the effect of the information provided in the headline over that of a story which actually contained information inconsistent with that headline. A possible explanation of this effect, based on the concept of the need for cognitive closure, is presented in the article. The experiment shows that break-in-the-message effect is found mainly for participants with high need for closure but not for those with low such need.

Verbal Ability, Argument Order, and Attitude Formation

The current study explored the interaction of verbal ability and presentation order on readers' attitude formation when presented with two-sided arguments. Participants read arguments for and against compulsory voting and genetic engineering, and attitudes were assessed before and after reading the passages. Participants' verbal ability was measured, combining vocabulary knowledge and reading comprehension skill. Results suggested that low verbal-ability participants were more persuaded by the most recent set of arguments whereas high verbal-ability participants formed attitudes independent of presentation order. Contrary to previous literature, individual differences in the personality trait need for cognition did not interact with presentation order. The results suggest that verbal ability is an important moderator of the effect of presentation order when formulating opinions from complex prose.

Increasing the intent to receive a pandemic influenza vaccination: Testing the impact of theory-based messages

OBJECTIVE

Vaccination is an effective preventive measure to reduce influenza transmission, especially important in a pandemic. Despite the messages encouraging vaccination during the last pandemic, uptake remained low (37.6% in clinical risk groups). This study investigated the effect of different types of messages regarding length, content type, and framing on vaccination intention.

METHOD

An online experiment was conducted in February 2015. A representative sample of 1424 people living in England read a mock newspaper article about a novel influenza pandemic before being randomised to one of four conditions: standard Department of Health (DoH) (long message) and three brief theory-based messages - an abridged version of the standard DoH and two messages additionally targeting pandemic influenza severity and vaccination benefits (framed as risk-reducing or health-enhancing, respectively). Intention to be vaccinated and potential mediators were measured.

RESULTS

The shortened DoH message increased vaccination intention more than the longer one, by increasing perceived susceptibility, anticipated regret and perceived message personal relevance while lowering perceived costs, despite the longer one being rated as slightly more credible. Intention to be vaccinated was not improved by adding information on severity and benefits, and the health-enhancing message was not more effective than the risk-reducing.

CONCLUSION

A briefer message resulted in greater intention to be vaccinated, whereas emphasising the severity of pandemic influenza and the benefits of vaccination did not. Future campaigns should consider using brief theoretically-based messages, targeting knowledge about influenza and precautionary measures, perceived susceptibility to pandemic influenza, and the perceived efficacy and reduced costs of vaccination.

Message sensation and cognition values: factors of competition or integration?

Using the Activation Model of Information Exposure and Elaboration Likelihood Model as theoretical frameworks, this study explored the effects of message sensation value (MSV) and message cognition value (MCV) of antismoking public service announcements (PSAs) on ad processing and evaluation among young adults, and the difference between high sensation seekers and low sensation seekers in their perceptions and responses toward ads with different levels of sensation and cognition value. A 2 (MSV: high vs. low) × 2 (MCV: high vs. low) × 2 (need for sensation: high vs. low) mixed experimental design was conducted. Two physiological measures including skin conductance and heart rate were examined. Findings of this study show that MSV was not a distraction but a facilitator of message persuasiveness. These findings contribute to the activation model. In addition, need for sensation moderated the interaction effect of MSV and MCV on ad processing. Low sensation seekers were more likely to experience the interaction between MSV and MCV than high sensation seekers. Several observations related to the findings and implications for antismoking message designs are elaborated. Limitations and directions for future research are also outlined.

Individual differences in information order effects: the importance of right-hemisphere access in belief updating

The order in which information is received alters the evaluation of causal hypotheses. Specifically, research suggests that the last piece of information oftentimes has the greatest impact on the evaluation and that the difference in subjective value between two pieces of information is an important factor influencing the magnitude of this recency effect. The present paper extends this line of work by exploring individual differences in this phenomenon via one's degree of handedness. Two hundred and five participants were given two hypothetical scenarios and related causal hypotheses accompanied by two pieces of additional information and asked to revise their belief in each hypothesis as information accumulated. Results confirmed predictions that 1) inconsistent/mixed-handers (those who use their non-dominant hand for at least some activities) show a larger effect with two pieces of inconsistent weak or strong information, and 2) neither mixed-handers nor consistent/strong-handers (those who use their dominant hand for almost all activities) show an effect with strong and weak pieces of consistent information. Mixed-handers' susceptibility to persuasive arguments and Ramachandran's (1995; Ramachandran and Blakeslee, 1998) belief-updating theory centered around communication between the two halves of the brain and functional access to the right hemisphere are used to account for these data.

Assimilation and contrast in persuasion: the effects of source credibility in multiple message situations

The present research explores a contextual perspective on persuasion in multiple message situations. It is proposed that when people receive persuasive messages, the effects of those messages are influenced by other messages to which people recently have been exposed. In two experiments, participants received a target persuasive message from a moderately credible source. Immediately before this message, participants received another message, on a different topic, from a source with high or low credibility. In Experiment 1, participants' attitudes toward the target issue were more favorable after they had first been exposed to a different message from a low rather than high credibility source (contrast). In Experiment 2, this effect only emerged when a priming manipulation gave participants a dissimilarity mindset. When participants were primed with a similarity mindset, their attitudes toward the target issue were more favorable following a different message from a high rather than low credibility source (assimilation).

Age differences in attitude change: influences of cognitive resources and motivation on responses to argument quantity

This study examined the influences of cognitive resources and motivation on how young and older adults process different quantities of persuasive arguments. In the first experiment session, both young and older adults rated their attitudes toward marijuana legalization and capital punishment. After a week, they read either 3 or 9 similar-quality arguments supporting marijuana legalization and capital punishment. Half of participants were assigned to the high-involvement condition (i.e., told that they were going to discuss the arguments later with the experimenter) and the other half were assigned to the low-involvement condition (i.e., given no instructions). After reading the arguments, participants rated their attitudes toward those 2 social issues again. Highly involved young adults changed their attitudes regardless of the quantity of arguments, whereas lowly involved young adults' attitude change was influenced by the argument quantity. Older adults in both high-involvement and low-involvement conditions changed their attitudes according to the argument quantity. Working memory was found to mediate the age effects on attitude change. This finding demonstrated the importance of a cognitive mechanism in accounting for age differences in attitude change.

Dissonance and Importance: Attitude Change Effects of Personal Relevance and Race of the Beneficiary of a Counterattitudinal Advocacy

The authors asked or instructed White college students to write an essay advocating a large tuition hike to increase scholarships for either students in general or Black students (yielding low or high racial symbolism, respectively) that would take effect in the near or far future (yielding high or low personal relevance, respectively). Especially when high-choice participants wrote highly compliant (i.e., unqualified) essays, attitude change was greater when the advocacy had either high (vs. low) personal relevance or high (vs. low) racial symbolism. Yet there was no attitude change when both symbolism and relevance were high. They may increase dissonance by making the dissonant elements more important and numerous. The coupling of relevance and symbolism, however, may link the attitude so strongly to personal values and self-concept that attitude change becomes untenable as a mode of dissonance reduction.

Timing of Eyewitness Expert Testimony, Jurors' Need for Cognition, and Case Strength as Determinants of Trial Verdicts

In 2 experiments, college students read a murder-trial transcript that included or did not include court-appointed expert testimony about eyewitness memory. The testimony either preceded or followed the evidence, and the judge's final instructions reminded or did not remind jurors about the expert's testimony. Expert testimony decreased perceptions of guilt and eyewitness believability when it followed the evidence and preceded the judge's reminder. This effect occurred whether the prosecution case was moderately weak or moderately strong. Jurors' need for cognition (NC) was curvilinearly related to convictions in a strong case. Low and high NC jurors convicted less than did moderate NC jurors. Greater scrutiny by high NC jurors may make them more likely to consider evidence for the weaker side.