The Influence of Accessibility of Source Likability on Persuasion

Earlier research found that increasing the accessibility of a source's likability from memory results in greater agreement with a message attributed to that source. Three explanations were proposed for that earlier finding. Accessible liking toward the source of a message may result in increase...

Full description

Saved in:
Bibliographic Details
Published in:Journal of experimental social psychology 2002-03, Vol.38 (2), p.137-143
Main Authors: Roskos-Ewoldsen, David R., Bichsel, Jacqueline, Hoffman, Kathleen
Format: Article
Language:English
Subjects:
Biological and medical sciences
Cognition & reasoning
Experimental psychology
Fundamental and applied biological sciences. Psychology
Information processing
Interpersonal communication
Interpersonal relations
Memory
Persuasion
Psychology
Psychology. Psychoanalysis. Psychiatry
Psychology. Psychophysiology
Social attribution, perception and cognition
Social psychology
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Earlier research found that increasing the accessibility of a source's likability from memory results in greater agreement with a message attributed to that source. Three explanations were proposed for that earlier finding. Accessible liking toward the source of a message may result in increased likelihood of (a) biased central processing, (b) using a likability heuristic, or (c) motivated central processing. This experiment demonstrated that when the message is counterattitudinal and included weak arguments, participants were more likely to critically scrutinize the message as the accessibility of the source's likability increased from memory. As a consequence, attributing the message to a likable source reduced the persuasiveness of the message.
ISSN:0022-1031
1096-0465
DOI:10.1006/jesp.2001.1492