Bolstering Versus Counterarguing Mindsets: Implications For the Effectiveness of Persuasive Messages

Alison Jing Xu, University of Toronto, Canada
Robert S. Wyer, Jr., Chinese University of Hong Kong, Hong Kong
The effects of a persuasive communication on individuals’ attitudes can be influenced by the cognitive behavior they have performed in an earlier, totally unrelated situation. Watching a political speech or debate activated either bolstering or counterarguing mindsets, depending on participants’ a priori attitude toward the politicians involved. These mindsets influenced the impact of an ad that was presented later.
[ to cite ]:
Alison Jing Xu and Robert S. Wyer, Jr. (2011) ,"Bolstering Versus Counterarguing Mindsets: Implications For the Effectiveness of Persuasive Messages", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 552-553.