Effects of Message Repetition on Argument Processing, Recall, and Persuasion

  • Cacioppo J
  • Petty R
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Abstract

Previous research has suggested that message argument scrutiny is enhanced by moderate levels of message repetition, wheras tedium develops at high levels of message reptition. Such a conceptualization iplies that responses to messages contianing strong versus weak arguments whould be affected differently by a moderate level of message repetition. This prediction was tested in a study of 102 undergraduates assigned randomly to the cells of a 2 (Argument Quality: Strong vs. Weak) x 2 (Message Repetition: One vs. Three) between-subjects factorial design. Analyses revealed the predicted interaction on the measure of postcommunication attitudes, providing convergent evidence that moderate levels of message repetition can increase or decrease perusasion by enhancing argument scrutiny.

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