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Comprehension's Role in Persuasion: The Case of Its Moderating Effect on the Persuasive Impact of Source Cues
| Content Provider | Semantic Scholar |
|---|---|
| Author | Srinivasan Ratneshwar Chaiken, S. |
| Copyright Year | 1991 |
| Abstract | A study of reactions to a novel product attributed the invention to either an expert or a novice. Comprehension of the product description was manipulated by varying information exposure time (Study 1) and contextual prior knowledge (Study 2). As predicted by the heuristic-systematic model comprehensibility moderated the persuasive impact of source expertise. When comprehension was low, subjects relied on the inventor's expertise in forming their attitudes toward the product, but when comprehension and hence, systematic processing were higher, source expertise had no impact on subjects' attitudes. In a pilot study, however, subjects attributed comprehensibility to the source and derogated incomprehensible communications. Copyright 1991 by the University of Chicago. |
| Starting Page | 52 |
| Ending Page | 62 |
| Page Count | 11 |
| File Format | PDF HTM / HTML |
| DOI | 10.1086/209240 |
| Volume Number | 18 |
| Alternate Webpage(s) | http://www.personal.psu.edu/users/n/x/nxy906/COMPS/indivdualismandcollectivism/culture%20lit/Aakertheeffect.pdf |
| Alternate Webpage(s) | http://www.personal.psu.edu/faculty/n/x/nxy906/COMPS/indivdualismandcollectivism/culture%20lit/Aakertheeffect.pdf |
| Alternate Webpage(s) | https://doi.org/10.1086/209240 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
