Sequential information processing in persuasion

Area of Science:

• Social Psychology
• Communication Studies
• Cognitive Science

Background:

• Existing models like the heuristic-systematic model suggest early information can impact later processing.
• The parametric unimodel highlights abstraction from content-specific details in social judgment.
• A gap exists in understanding how the sequence of information specifically shapes persuasion outcomes.

Purpose of the Study:

• To introduce and formalize a theory of sequential information processing in persuasion (SIP).
• To propose that initial inferences bias subsequent information processing, leading to assimilation or contrast.
• To provide a theoretical framework for understanding how information order affects judgment formation.

Main Methods:

• Developed a theory with one axiom and three postulates outlining sequential information processing in persuasion.
• Conducted an experiment (N=216) manipulating the sequence of identical arguments.
• Analyzed assimilation and contrast effects based on information order.

Main Results:

• Initial inferences significantly bias the processing of subsequent information.
• Assimilation effects occur when subsequent information aligns with initial inferences.
• Contrast effects emerge when assimilation is not possible, leading to divergent interpretations.

Conclusions:

• The sequence of information is a critical determinant of persuasion outcomes.
• SIP theory offers a robust explanation for assimilation and contrast effects in persuasion.
• Findings have implications for understanding persuasion phenomena and designing persuasive communication.