Consider the Source: Persuasion of Implicit Evaluations is Moderated by Source Credibility

Personality and Social Psychology Bulletin, Forthcoming

25 Pages Posted: 16 Jun 2012 Last revised: 21 Aug 2012

See all articles by Colin Smith

Colin Smith

University of Florida

Jan De Houwer

Ghent University-Universiteit Gent

Brian A. Nosek

University of Virginia

Date Written: June 14, 2012

Abstract

The long history of persuasion research shows how to change explicit, self-reported evaluations through direct appeals. At the same time, research on how to change implicit evaluations has focused almost entirely on techniques of retraining existing evaluations or manipulating contexts. In five studies, we examined whether direct appeals can change implicit evaluations in the same way as they do explicit evaluations. Both explicit and implicit evaluations showed greater evidence of persuasion following information presented by a highly credible source than a source low in credibility. Whereas cognitive load did not alter the effect of source credibility on explicit evaluations, source credibility had an effect on the persuasion of implicit evaluations only when participants were encouraged and able to consider information about the source. Our findings reveal the relevance of persuasion research for changing implicit evaluations and provide new ideas about the processes underlying both types of evaluation.

Keywords: Persuasion, implicit attitudes, Implicit Association Test

Suggested Citation

Smith, Colin and De Houwer, Jan and Nosek, Brian A., Consider the Source: Persuasion of Implicit Evaluations is Moderated by Source Credibility (June 14, 2012). Personality and Social Psychology Bulletin, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2084274 or http://dx.doi.org/10.2139/ssrn.2084274

Colin Smith (Contact Author)

University of Florida ( email )

Room 114, Psychology Bldg
P.O. Box 112250
Gainesville, FL 9000
United States

Jan De Houwer

Ghent University-Universiteit Gent ( email )

Coupure Links 653
Gent, 9000
Belgium

Brian A. Nosek

University of Virginia ( email )

1400 University Ave
Charlottesville, VA 22903
United States

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