The Persuasive Effect of Host and Audience Reaction Shots in Television Talk Shows

Abstract

Conceptualizing talk shows as persuasive messages and based on dual-processing models of persuasion, we explored the effects of nonverbal reactions of a talk show host and studio audience members to arguments presented by a talk show guest on a low-involvement topic. Participants viewed 1 of 4 versions of a talk show segment in which host and studio audience reactions shots were manipulated to be either neutral or positive. Results suggested that positive audience or host reactions can enhance persuasive influence; however, if those cues are incongruent, persuasive influence may be negated. Path analysis suggested that the host reaction's impact on attitude was indirectly experienced through both its interaction with audience response valence and its impact on perceptions of source trustworthiness. The article also addresses implications for the impact of multiple cues in persuasive messages.