The role of bolstering and counter arguing mind-sets in persuasion
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AbstractThe effect of a persuasive communication on individuals' attitudes can be influenced by the cognitive behavior they have performed in an earlier, unrelated situation. Inducing participants to make supportive elaborations about a series of propositions activated a bolstering mind-set that increased the effectiveness of an unrelated advertisement they encountered subsequently. However, inducing participants to refute the implications of a series of propositions activated a counter arguing mind-set that decreased the ad's effectiveness. These mind-sets had more impact when the cognitive behavior they activated differed from the behavior that would occur in the absence of these mind-sets. When the implications of a persuasive message were difficult to refute, inducing a counter arguing mind-set increased its effectiveness. Finally, watching a political speech or debate activated different mind-sets, depending on participants' a priori attitude toward the politicians involved, and these mind-sets influenced the impact of an unrelated commercial they considered later. © 2011 by JOURNAL OF CONSUMER RESEARCH, Inc.
All Author(s) ListXu A.J., Wyer Jr. R.S.
Journal nameJournal of Consumer Research
Year2012
Month2
Day1
Volume Number38
Issue Number5
PublisherUniversity of Chicago Press
Place of PublicationUnited States
Pages920 - 932
ISSN0093-5301
eISSN1537-5277
LanguagesEnglish-United Kingdom

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