Persuasion and Message Styles: How Element Matching Creates Amplification and Attenuation

• In Event: Cognition, Attitude, and Persuasion

Abstract

Two experiments examined the effects of message styles on persuasion with a process model, including message perception, emotion, and cognition. Study 1 (N = 455) confirmed the process model and further found a visual attenuation effect that positive visual images reduced loss framing perception. Study 2 (N = 424) replicated the general findings in Study 1 as well as found motivation matching effect where emotions were better discerned as their motivational direction, rather than valence.

Author

• Kiwon Seo, Sam Houston State U