Conversational expectations as a basis for order effects in persuasion
Conversational expectations as a basis for order effects in persuasion
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DOI：
10.1177/0261927x06303454
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发表时间：
2007-09-01
影响因子：
2.1
通讯作者：
Bless, Herbert
中科院分区：
文献类型：
--
作者：
Igou, Eric R.;Bless, Herbert
本研究旨在探讨会话过程在说服性交际中的作用。会话规则引导个体对说服性信息中最重要论点的位置的期望。我们认为，这些期望有助于影响的论点的态度变化，也就是说，如果重要的论点预计在一定的位置，他们变得更有影响力比其他论点的说服性信息。在目前的研究中，我们向参与者提供了一个有说服力的信息，其中论点的顺序是实验性的。当会话期望中的论元顺序适用时，会产生论元顺序效应。然而，当会话期望值不可信时，没有观察到可靠的顺序效应。重要的是，与会话顺序效应的解释一致，论点顺序和会话期望对态度的交互作用是由论点的感知重要性介导的。
The current study demonstrates the role of conversational processes in order effects in persuasive communications. Conversational rules guide individuals' expectations about the position of the most important arguments within a persuasive message. We argue that these expectations contribute to the influence of arguments on attitude change, that is, if the important arguments are expected at a certain position, they become more influential than the other arguments of the persuasive message. In the current study, we presented participants with a persuasive message in which the order of arguments was experimentally manipulated. An order effect occurred when the conversational expectation regarding the order of arguments was applicable. However, no reliable order effect was observed when the conversational expectation was discredited. Importantly, consistent with the explanation of conversational order effects, the interactive effects of argument order and conversational expectation on the attitude was mediated by the perceived importance of the arguments.