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Knowledge of the Advocated Position and the Processing of In-Group and Out-Group Persuasive Messages

University of California, Santa Barbara

M. Cecilia Gastardo-Conaco

University of the Philippines

John J. Skelly

University of California, Santa Barbara

This study investigated the processing consequences of receiving non-membership-relevant persuasive messages from in-group or out-group members. Students were given two-sided messages ostensibly from an in-group or out-group source. The position advocated in the message was announced either before or after message arguments were presented, and position-consistent arguments were either strong or weak. In-group messages were more likely to receive content-focused processing (as indicated by lager processing times and differential persuasion to strong and weak arguments) when position advocacy followed rather than pre ceded message presentation Prior knowledge of the in-group position produced acceptance of the in-group position regardless of message quality, particularly of the counter attitudinal message. Out-group appeals produced almost no attitude change, even with strong arguments. 7hese results provide further information about the processing mediation of the increased persuasive power of in-groups.

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