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      Public opinion and heuristic processing of source cues

      Political Behavior

      Springer Nature

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          How Are Foreign Policy Attitudes Structured? A Hierarchical Model

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            Heuristic versus systematic information processing and the use of source versus message cues in persuasion.

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              Audience response as a heuristic cue in persuasion.

              Previous research on the persuasive impact of an overheard audience has yielded conflicting results. In this study, we attempted to understand such audience effects within the framework of the heuristic model of persuasion. Subjects listened to an audiotaped persuasive message that conveyed arguments of either high or low quality and that was responded to by either an enthusiastic or an unenthusiastic overheard audience. In addition, subject involvement (high vs. low) was varied. Consistent with predictions, the audience response cue influenced postmessage opinions only under low involvement; under high involvement, only argument quality affected persuasion. Analyses that took into account subjects' need for cognition supported the additional hypothesis that individuals lower in need for cognition would be more responsive to the audience manipulation under low involvement. Thought-listing data and regression analyses provided further support for the heuristic model.
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                Author and article information

                Journal
                Political Behavior
                Polit Behav
                Springer Nature
                0190-9320
                1573-6687
                June 1993
                June 1993
                : 15
                : 2
                : 167-192
                Article
                10.1007/BF00993852
                © 1993
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