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Swaying The Masses: The Effect Of Argument Strength And Linguistic Abstractness On Attitudes, Jessica Barber

Theses and Dissertations

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 …