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Social values as arguments: similar is convincing.
Gregory R Maio1, Ulrike Hahn1, John-Mark Frost2
1School of Psychology, Values in Action Centre, Cardiff University Cardiff, UK.
Frontiers in Psychology
|August 23, 2014
Summary
The psychological relatedness of values significantly impacts argument persuasiveness. Arguments linking similar values are more convincing than those linking opposing ones, especially for individuals with a high need for cognition.
Area of Science:
- Social Psychology
- Behavioral Economics
- Political Science
Background:
- Co-value argumentation, where one value supports another (e.g., equality for freedom), is common in public discourse.
- Understanding the psychological factors influencing the effectiveness of these arguments is crucial for communication and persuasion.
Purpose of the Study:
- To investigate how the psychological relatedness of values affects the persuasiveness of co-value arguments.
- To explore the role of need for cognition and argument plausibility in this effect.
Main Methods:
- Four experiments were conducted in the UK and India.
- Participants evaluated arguments linking values with similar or opposing motives.
- Need for cognition and perceived argument plausibility were measured.
Main Results:
- Arguments linking motivationally compatible values were more persuasive than those linking opposing values.
- This effect was stronger in individuals with a higher need for cognition.
- Argument plausibility mediated the relationship between value relatedness and persuasiveness.
Conclusions:
- The psychological relatedness of values is a key determinant of co-value argument persuasiveness.
- Findings extend to real-world political arguments, emphasizing the importance of compatible value framing.
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