Three experiments are reported that tested the hypothesis that the use of fear appeals in health persuasion may lead to positively biased systematic processing of a subsequent action recommendation aimed at reducing the health threat and, consequently, to more persuasion, regardless of the quality of the arguments in the recommendation. The levels of participants' vulnerability to as well as th...

Persuasion, a prevalent form of social influence in humans, refers to an active attempt to change a person's attitudes, beliefs, or behavior. There is a growing literature on the neural correlates of persuasion. As is often the case in an emerging literature, however, there are a number of questions, concerns, and alternative interpretations that can be raised about the research and interpretat...

In persuasion dialogs, agents exchange arguments on a subject on which they disagree. Thus, each agent tries to persuade the others to change their minds. Several systems, grounded on argumentation theory, have been proposed in the literature for modeling persuasion dialogs. It is important to be able to analyze the quality of these dialogs. Hence, quality criteria have to be defined in order t...

This paper reviews and summarizes the literature on the relationship between emotion and persuasion as it bears on the production of cancer prevention and detection messages. A series of propositions are presented that serve to illustrate the intricacies of the emotion–persuasion relationship. These propositions deal with the necessary conditions for emotional arousal, individual differences in...

Past research is not clear on the process by which rhetorical questions influence persuasion (i.e., increased focus on message arguments vs. on the persuasion agent). Based on recent theories of persuasion knowledge and rhetorical figures in advertising, our model delineates conditions under which rhetoricals are likely to enhance argument elaboration (low salience of the rhetorical) and those ...

This research explores the effect of source certainty—that is, the level of certainty expressed by a message source—on persuasion. The authors propose an incongruity hypothesis, suggesting that source certainty effects depend on perceived source expertise. In three experiments, consumers receive persuasive messages from sources of varying expertise and certainty. Across studies, low expertise s...