Compensatory Effects of Cognitive Characteristics of the Source, the Message, and the Receiver Upon Attitude Change

Abstract

Abstract This study explored the interactive effects of four cognitive variables (perceived expertise of the source, recipients' initial attitudes, number of arguments, and message sidedness) on attitude change. A 2 × 2 × 2 factorial design was used (N = 236 Canadian students): Results showed a positive and significant main effect of initial attitude on attitude change and three significant compensatory effects of independent variables on attitude change: (a) two-sided messages were more persuasive with fewer arguments; conversely for one-sided messages; (b) high expertise compensated for low number of arguments and conversely; and (c) higher expertise was more persuasive in the case of unfavorable recipients and conversely. Results also showed that when the message was one-sided and the number of arguments was large, low expertise was more persuasive than high expertise on initially opposed recipients, which confirms the cognitive response.