Prior attitude and language intensity as predictors of message style and attitude change following counterattitudinal advocacy.

Authors:
  • MBMichael Burgoon
    Michael Burgoon
  • GMGerald R. Miller
    Gerald R. Miller
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Abstract
Conducted 3 experiments to test the following hypotheses: (a) persons who encode a counterattitudinal message will use language of significantly lower intensity than persons who encode a belief-congruent message; and (b) given counterattitudinal advocacy by people with similar prior attitudes, the magnitude of attitude change varies directly with the intensity of the counterattitudinal assertion. The same general procedures were used in all 3 experiments with undergraduates (n = 218). Language intensity scores were computed by summing the values of words selected to complete partially constructed messages. Findings support both hypotheses. Although both groups in exp. I encoded moderately intense messages, the belief-congruent condition had a mean intensity score significantly greater than that of the belief-discrepant condition. Results of exp. Ii and iii indicate a significant direct relationship between the intensity of a counterattitudinal assertion and subsequent attitude change. Methodological implications for researchers interested in variables influencing attitude change following counterattitudinal advocacy are discussed. (16 ref.) (PsycINFO Database Record (c) 2016 APA, all rights reserved)