Abstract
Studies regarding message sidedness and persuasion indicate that sidedness effects are moderated by the type of two-sided message employed, but do not indicate why various messages differ in persuasiveness. This research tests two causal models of cognitive processing. Model 1 posits that messages produce general evaluations that prompt the generation of cognitions. Model 2 suggests messages prompt cognitions upon which subsequent evaluations are based. The data are consistent with Model 2 and inconsistent with Model 1 and begin to demonstrate how one-sided, nonrefutational two-sided, and refutational two-sided messages are processed.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 380-389 |
| Number of pages | 10 |
| Journal | Western Journal of Speech Communication |
| Volume | 55 |
| Issue number | 4 |
| DOIs | |
| State | Published - 1991 |
| Externally published | Yes |
ASJC Scopus subject areas
- Language and Linguistics
- Communication