The DOI matches its Crossref record; 5 of the 5 references it cites were found in a registry or an index.
Comprehension's Role in Persuasion: The Case of Its Moderating Effect on the Persuasive Impact of Source Cues
Abstract
A study of reactions to a novel product attributed the invention to either an expert or a novice. Comprehension of the product description was manipulated by varying information exposure time (Study 1) and contextual prior knowledge (Study 2). As predicted by the heuristic-systematic model, comprehensibility moderated the persuasive impact of source expertise. When comprehension was low, subjects relied on the inventor's expertise in forming their attitudes toward the product, but when comprehension and, hence, systematic processing were higher, source expertise had no impact on subjects' attitudes. In a pilot study, however, subjects attributed comprehensibility to the source and derogated incomprehensible communications.
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Citations
Cites
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Cited by
The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
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The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence
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Seeking and Processing Information about Impersonal Risk
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Metadata
- Authors
- Ratneshwar, S., & Chaiken, S.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1991-06
- Volume
- 18
- Issue
- 1
- Pages
- 52
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2113221170
- Cited by
- 354
- References
- 5
- FWCI
- 29.67
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
