Douglas, K.M. and Sutton, R.M. and Stathi, Sofia (2010) Why I am less persuaded than you: People's intuitive understanding of the psychology of persuasion. Social Influence, 5 (2). pp. 133-148.
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People generally assume that others are more influenced than the self (the third person perception or TPP). To further understand this perception we investigated people’s intuitive understanding of how persuasion works. Participants rated themselves or others on traits reflecting risk and immunity from persuasion (e.g., weak- and strong-mindedness) and need for cognition (NFC). They then rated how much they or others would be influenced by some advertisements. Results showed that participants associated perceived low NFC and high levels of weak-mindedness with influence. Perceived self–other differences in these variables mediated the TPP. Also, perceived NFC explained the role of self-enhancement in the TPP. People’s intuitive understanding of persuasion therefore resembles the elaboration likelihood model on the role it grants to NFC.
|Uncontrolled keywords:||Third-person perception; Persuasion; Advertising; Self-enhancement; Need for cognition|
|Subjects:||B Philosophy. Psychology. Religion > BF Psychology|
|Divisions:||Faculties > Social Sciences > School of Psychology|
|Depositing User:||Karen Douglas|
|Date Deposited:||19 Mar 2010 11:41|
|Last Modified:||19 Mar 2010 11:41|
|Resource URI:||http://kar.kent.ac.uk/id/eprint/23892 (The current URI for this page, for reference purposes)|
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