Lettica Hustinx, Renske van Enschot and Hans Hoeken
Radboud University Nijmegen, The Netherlands
Argument quality and persuasion in the Elaboration Likelihood Model: which dimensions play a role?
ABSTRACT: Research by Petty and Cacioppo has found that the attitude of highly involved participants is influenced by argument quality, but that of less involved participants is not. However, they did not distinguish argument valence and argument strength, which support the desirability respectively the probability of the effects of the proposed policy. We conducted an experiment in which we systematically manipulated the variables involvement (high and low), argument valence (strong, weak), and argument strength (strong, weak). The results show that texts with strong valence arguments are more persuasive than texts with weak valence arguments, but this difference doesn't apply for strength arguments. Moreover, involvement does not interact with the other variables. These findings are in accordance with a preceding study (Van Enschot, Hustinx & Hoeken, 2003). We argue that the strength aspect of an argument is more hidden from the eye of the observer.
KEY WORDS: persuasion, argument quality, strength, valence, involvement