Some Basic Processes in Persuasion
Final rept. 1 Sep 1968-31 Dec 1970
STANFORD UNIV CA INST FOR COMMUNICATION RESEARCH
Pagination or Media Count:
Several studies of variables affecting counterarguing behavior and of the relationship between counterarguing behavior and resistance to persuasion are reported. A technique for obtaining receivers comments during message reception was developed. On the basis of an extensive review of the counterarguing literature, a study which manipulated opportunity to counterargue and commitment to a position on an issue was conducted. It was found that neither comitment nor opportunity alone mediated resistance to persusasion, but that a combination of the two did mediate resistance. It was also found that counterarguments produced after message reception appear more likely to be rationalizations of an opinion position adopted earlier, while certain types of counterarguments produced during message reception did mediate resistance. Additional studies found some tentative evidence for a relationship between directionality of lateral-eye-movement and individual differences in the likelihood of resistance to persuasion that inoculation procedures are efficient when the persuasive message is presented via film and that if distraction inhibits message reception, then any gain in persuasion due to interference with counterarguing responses is more than offset by message reception loss.