DOI
https://doi.org/10.25772/ZDJ1-WT34
Defense Date
2009
Document Type
Thesis
Degree Name
Master of Science
Department
Psychology
First Advisor
Natalie Shook
Abstract
Two studies were conducted to investigate how the use of different types of language affects attitudes. Participants scrutinized arguments supporting a hypothetical toothpaste that differed in terms of argument strength (strong versus weak) and linguistic abstractness (abstract versus concrete) and subsequently evaluated the toothpaste. In addition, half of the participants in the second study were subjected to a cognitive load manipulation (i.e., rehearsing a ten-digit number) in order to limit their level of cognitive elaboration. Results indicated that strong arguments and those containing concrete descriptions led to more positive attitudes about the toothpaste, whereas weak messages comprised of abstract terms gave rise to the least favorable evaluations. These findings represent the first demonstration of the effect of language type on attitudes and suggest that future research into the functions of differential linguistic abstractness in a persuasive context will broaden our understanding of attitude change.
Rights
© The Author
Is Part Of
VCU University Archives
Is Part Of
VCU Theses and Dissertations
Date of Submission
May 2009