The Effect of Issue Involvement on Attitude Change via Perceived Argument Quality and Perceived Source Credibility
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Issue involvement is one of the most studied receiver-related persuasion variables but previous findings regarding the effect of issue involvement on attitude change were mixed. The present study predicts that for freedom-restricting issues, issue involvement has a negative effect on attitude change. An experiment was conducted to test proposed hypotheses (N = 249). The results showed that issue involvement had a negative effect on attitudes through perceived argument quality and perceived source credibility. Perceived argument quality was found to have a positive effect on perceived source credibility. Issue involvement did not moderate the effect of argument quality and source expertise on attitudes. Theoretical and practical implications of the findings were discussed.
Abstract
Issue involvement is one of the most studied receiver-related persuasion variables but previous findings regarding the effect of issue involvement on attitude change were mixed. The present study predicts that for freedom-restricting issues, issue involvement has a negative effect on attitude change. An experiment was conducted to test proposed hypotheses (N = 249). The results showed that issue involvement had a negative effect on attitudes through perceived argument quality and perceived source credibility. Perceived argument quality was found to have a positive effect on perceived source credibility. Issue involvement did not moderate the effect of argument quality and source expertise on attitudes. Theoretical and practical implications of the findings were discussed.
참고문헌 (84)
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