Personality and Resistance to Persuasion
27 Pages Posted: 29 Aug 2013
Date Written: 2013
While long privileged by researchers in psychology, only recently have scholars begun to consider the role of personality in political behavior (Mondak 2010; Mondak and Halperin 2008; Mondak et al. 2010). While such work has done much to inform our understanding of the effects of personality in citizens’ political lives, little attention has been paid to another potential role for personality; as a moderator of information processing. Personality’s influence has been found on overarching worldviews such as ideology (Gerber et al. 2010; Mondak and Halperin 2008) and tolerance for risk Kowert and Hermann 1997, but little to no work considers how personality conditions individuals responses to persuasive appeals. Using a 2x1 between subjects design, we test the impact of persuasive appeals framing issues as risky or safe, and altruistic or selfish outcomes, examining both the independent effects of Big Five personality traits, but also the cumulative effects of personality types on subjects’ responsiveness to the persuasive appeals.
Keywords: Personality, Big Five, Framing
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