Aug 26, 2019 the research explores the differential impact of exposure to onesided vs. This research aims to assess whether the persuasion of a specific type of message is influenced by need for cognition nfc and time pressure. The 336 undergraduates participated in a 2 message sidedness. Information was presented in either a onesided each expert holds one position. According to a study published in the journal of personality and social psychology, individuals who were led to believe that they had thought a lot about a twosided message felt more certain about the resulting attitude than people who were led to believe that they had thought only a little about the same message. Are onesided or twosided arguments more persuasive. Onesided messages were significantly more persuasive than twosidedmessages when audiences were initially favorable mean r. By investigating specific advertising techniques i.
They found that the least persuasive messages were twosided with no. Feb 09, 2016 mcguire contended that by exposing individuals to a persuasive message that contains weakened arguments against an established attitude e. Secondly, using regression analysis, the influence of message structure, marketer, and receiver variables on the persuasive impact of two sided messages is tested. The persuasive impact of twosided selling appeals for an. Social influence is described as the change in persons behaviour, thoughts, feelings and attitudes that results from interaction with another individual in society. There are two ways to persuade people either using their thinking or using their feeling or gutfeeling.
For vegans, it is likely that their nonvegan audience is unfamiliar with the antispeciesist claimsmaking and would benefit from a twosided appeal. Finally, the crucial problem of the neteffect of source credibility and the amount of negative information on attitudes toward the brand is investigated. The theory has not yet been applied in a two sided persuasion context, but is recommended by crowley and hoyer 1994 as a plausible explanation to conflicting findings of previous studies e. A group of scientists presents data showing that a certain car company produces more pollution than any other company. Cognitive processing of one and twosided persuasive messages. Perloff speaks to students in a style that is engaging and informational, explaining key theories and research as well as providing timely and relevant examples. Twosided nonrefutational messages present both sides of the argument without discrediting or arguing against counterpersuasive appeals. When you try to persuade people to accept your position on a divisive issue, including opposing opinions in your argument can make your message more persuasive. But the best reason to use a twosided argument is that it has been. Later they will discuss opposing viewpoints or counterarguments. Twosided message research has often led to ambiguous findings due to several factors. Further, it was hypothesized that this effect would be significantly more pronounced for ss receiving a one sided message arguing in favor of the topic than it would for ss receiving either a one sided message arguing against the topic or a two sided, pro or con message. Twosided refutational messages are about 20 percent more persuasive than onesided messages, and onesided messages are about 20 percent more persuasive than twosided nonrefutational messages. One sided messages are frequently seen in political campaigns when a candidate denigrates his or her opponent through.
A twosided message was defined as a message including both the arguments in favor of and opposed to the conclusion. Chapter 7 of persuasive communication summarized the academic research concerning one and two sided messages. It describes the practical implications persuasive communication techniques offer to lawyers practicing. Oxford university press usa publishes scholarly works in all academic disciplines, bibles, music, childrens books, business books, dictionaries, reference books, journals, text books and more.
Results showed that readers judged experts who communicated more consensusoriented by taking a twosided stance to be more trustworthy. The research suggests that as long as the twosided message actually refutes the opposition some weak twosided messages in these studies mentioned the opposition but didnt refute or attack the other side, twosided messages are more persuasive than onesided messages. If an audience is not aware of the opposing argument or already agrees with the message, two sided appeals are not necessary. Apr 07, 20 a message consisting of arguments which solely advocate one side of a problem. Studies regarding message sidedness and persuasion indicate that sidedness effects are moderated by the type of two. A onesided speech offers only arguments for your claim while a twosided speech takes into account opposing ideas and proposals and then answers them. He published books on marketing research and marketing.
Secondly, using regression analysis, the influence of message structure, marketer, and receiver variables on the persuasive impact of twosided messages is tested. An integrative framework for understanding twosided persuasion. Cognitive processing of one and twosided persuasive messages jerold l. Two sided messages were more effective with subjects with at least a high school education. The research explores the differential impact of exposure to onesided vs. Onesided messages are supportive messages to strengthen existing attitudes, but with no mention of counterpositions. In the research literature on persuasion, this basic contrastignoring versus notignoring opposingargumentshascommonlybeencaptured in the distinction between a onesidedmessage which ignores opposing argu ments and a twosidedmessage which, while presenting supportive argu ments, also acknowledges opposing arguments. The first section introduces message structure, helping students appreciate the impact of onesided versus twosided messages, and conclusion drawing on attitudes. First, the study provides a summary of findings of the persuasive impact of two sided advertising.
Find books like persuasion from the worlds largest community of readers. As the authors say, empirically, the order of the most effective messages should be twosided with refutation, onesided, and twosided with no refutation. The first section introduces message structure, helping students appreciate the impact of one sided versus two sided messages, and conclusion drawing on attitudes. Twosided messages were more effective with subjects with at least a high school education. Strategy 5 books that will help you persuade anybody of anything an unusual book list that will teach you how to get hordes of followers. The psychology of persuasion as one of the most important books hes read. Mar 16, 2017 strategy 5 books that will help you persuade anybody of anything an unusual book list that will teach you how to get hordes of followers. Jul 26, 2011 are one sided or two sided arguments more persuasive. Cognitive processing of one and twosided persuasive. If not, they will switch off and fail to process it.
The first section introduces message structure, helping students appreciate the impact of onesided versus twosided messages, and conclusion drawing on. When audiences were initially neutral, there was no significant difference in the effectiveness of one and twosided messages mean r. It is compared with a two sided message, that primarily advocates one side but additionally recognizes, and at times, rejects, the other side pertaining to an issue. Persuasive communication that presents both sides of an argument. For vegans, it is likely that their nonvegan audience is unfamiliar with the antispeciesist claimsmaking and would benefit from a two sided appeal. The persuasive effectiveness of message sidedness one versus two sided messages and message structure was assessed in the context of a personal selling appeal for a new home computer to an unfamiliar target audience. The theory has not yet been applied in a twosided persuasion context, but is recommended by crowley and hoyer 1994 as a plausible explanation to conflicting findings of previous studies e. Otto perceived persuasive message persuasive strategy pit bull. Social influence and persuasion civil service india. The list is designed to be particularly helpful for marketers, entrepreneurs and. Jul 26, 2011 persuasion when you try to persuade people to accept your position on a divisive issue, including opposing opinions in your argument can make your message more persuasive.
Usually the speaker will begin their persuasive speech by speaking in favor about the issue in which they hope to persuade. Studies regarding message sidedness and persuasion indicate that sidedness effects are moderated by the type of twosided message employed, but do not. Subjects who disagreed with the argument presented were more persuaded by the two sided message. Chapter 17 persuasive speaking persuasion audience. The dynamics of persuasion has been a staple resource for teaching persuasion for nearly two decades. To swallow and follow, whether old doctrine or new propaganda, is a weakness still dominating the human mind. The persuasive effectiveness of message sidedness one versus twosided messages and message structure was assessed in the context of a personal selling appeal for a new home computer to an unfamiliar target audience. Thomas studies regarding message sidedness and persuasion indicate that sidedness effects are moderated by the type of twosided message employed, but do not indicate why various messages differ in persuasiveness.
What is usually used is a flavor of honesty that strengthens the sales pitch. A few notable studies applied twosided messages to health. Charlotte perkins gilman, human work, 1904 introduction many of lifes powers can either harm or help us. How to use 10 psychological theories to persuade people.
When an audience is hostile toward your claim, be sure to present a twosided message. Some specific factors affecting attitude change journal of. Persuasion final at georgia state university studyblue. The theory of inoculation was derived from previous research studying one sided and two sided messages. The most persuasive were those in which the speaker listed counterarguments and then refuted them. Nov 07, 2017 with any persuasive measure, audience matters. A onesided message is one where only the speakers perspective is set forth. Subjects who disagreed with the argument presented were more persuaded by the twosided message. First, the study provides a summary of findings of the persuasive impact of twosided advertising. Using humor to engage the public on climate change. This is an ideal standalone textbook for an undergraduate class that seeks to show what is known about persuasion and how we have come to know it. A one sided message was defined as a message presenting only those arguments in favor of the conclusion advocated by the communicator. Contrary to some prior research, twosided appeals were found to be less, not more, effective in promoting seller. This chapter focuses on the centerpiece of persuasion.
Chapter 7 persuasion persuasion attitude psychology. Introduction a speech can be well organized, with solid supporting materials, and still fail to persuade. A two sided message for a service bureau might acknowledge that a competitor is located closer to the prospect and then assert that proximity is irrelevant if the service bureau is doing a good job. Best persuasion books books that help anyone selling anything do it more effectively. Persuasion canbe used to accomplish good as well as bad, though, in my paper i. Understanding how your audience operates is essential for successful marketing and brand strategies and all communication for that matter. Metaanalysis comparing the persuasiveness of onesided and. It attempts to illuminate the diverse, intriguing, and complex effects that message factors have on attitudes. A number of time people are willing to devote to processing a persuasive message depends on the motivations of the listener. The dynamics of persuasion resources chapter 7 routledge.
Metaanalysis comparing the persuasiveness of onesided. Everyday we are bombarded with messagesfrom people who wish to influence our behavior and attitudes. Understanding how your audience operates is essential for successful marketing and brand strategies and all. In the third edition, crisp new examples, both classic and contemporary, vivify the writing and illustrate just how consequential persuasion is in the sciences, politics, health, and the law. A two sided message was defined as a message including both the arguments in favor of and opposed to the conclusion. Subjects who initially agreed with the argument presented were more persuaded by the one sided message. It is compared with a twosided message, that primarily advocates one side but additionally recognizes, and at times, rejects, the other side pertaining to an issue.
Simple recognition of opposing arguments, without including refutation of them, is the least effective technique for persuading the jury. A refutational twosided message refutes the opposing arguments in the message eisend 2007. Choose from used and new textbooks or get instant access with etextbooks and digital materials. Twosided persuasion consists of a message that pro. Mcguire contended that by exposing individuals to a persuasive message that contains weakened arguments against an established attitude e. Further, it was hypothesized that this effect would be significantly more pronounced for ss receiving a onesided message arguing in favor of the topic than it would for ss receiving either a onesided message arguing against the topic or a twosided. You might be reluctant to make your audience aware of other viewpoints for fear you could lose their. Subjects who initially agreed with the argument presented were more persuaded by the onesided message.