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The Persuasive Effects of Verbal and Nonverbal Information in a Context of Value Relevance

University of Notre Dame, kmarsh{at}nd.edu

Dawn M. Hart-O'Rourke

University of Notre Dame

Deana L. Julka

University of Notre Dame

These studies investigated how the verbal and nonverbal content of a message affected value-based attitudes. Participants viewed a speaker who advocated a policy change at their own university (high-personal-relevance condition) or another university (low-personal-relevance condition) on an issue relevant to participants' values. Verbal content of the message (strong or weak arguments) and nonverbal behavior of the speaker (negative or natural) were varied. A negative delivery led to impressions of the speaker as less likable, assured, and expert, but it had no effect on attitudes. Increasing personal relevance led to more negative attitudes, but argument strength affected the attitudes and thoughts of both low- and high-personal-relevance participants. Results suggested that for a value-relevant topic, lowering personal relevance did not reduce extensive processing of verbal content.

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