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Persuasion is the process of changing our attitude toward something based on some kind of communication. Much of the persuasion we experience comes from outside forces. How do people convince others to change their attitudes, beliefs, and behaviors? What communications do you receive that attempt to persuade you to change your attitudes, beliefs, and behaviors?
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Sequential information processing in persuasion.

Roman Linne1, Jannis Hildebrandt2, Gerd Bohner2

  • 1Faculty of Humanities and Social Sciences, Helmut Schmidt University, Hamburg, Germany.

Frontiers in Psychology
|September 23, 2022
PubMed
Summary
This summary is machine-generated.

Early information influences persuasion by biasing subsequent processing, creating assimilation or contrast effects. This sequential information processing (SIP) theory explains how judgment formation is affected by information order.

Keywords:
assimilationcontrastorder effectspersuasionsequencesocial influencesocial judgment

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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.