What Makes a Persuasive Message Strong? Testing the McGuire-Wyer Probabilogical Model

• In Event: Scholar to Scholar VII

Abstract

Message strength is central to models of persuasion but its effects remain unclear. This study tests the prediction from the McGuire and Wyer probabilistic model that the probability of the antecedent, p(A), and probability of conclusion given antecedent, p(C|A), are important determinants of message strength. The results show that p(C|A) makes a major contribution to message strength, but that p(A) does not. Message strength is an important mediator between p(C|A) and acceptance of the message.

Authors

• Stan Kaplowitz, Michigan State University

• Maria Lapinski, Michigan State University