TY - JOUR
T1 - Cognitive processing of one- and two-sided persuasive messages
AU - Hale, Jerold L.
AU - Mongeau, Paul A.
AU - Thomas, Randi M.
PY - 1991
Y1 - 1991
N2 - 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.
AB - 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.
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U2 - 10.1080/10570319109374394
DO - 10.1080/10570319109374394
M3 - Article
AN - SCOPUS:84930564060
SN - 0193-6700
VL - 55
SP - 380
EP - 389
JO - Western Journal of Speech Communication
JF - Western Journal of Speech Communication
IS - 4
ER -