The Impact of Social Categorization on Persuasion Effectiveness

Mirjam Tuk, University of Groningen, The Netherlands
Peeter Verlegh, Erasmus University, The Netherlands
Ale Smidts, Erasmus University, The Netherlands
Daniel Wigboldus, Radboud University Nijmegen, The Netherlands
In the current research, the precise impact of persuasion attempts from out-group members is examined. Based on different streams of research, both a relatively smaller persuasive effect of out-group members and a differentiation away from the out-group can be hypothesized. In a series of four experiments, we find convincing evidence for the differentiation expectation; persuasion attempts from out-group members led to opinions opposite from the out-group opinion, irrespective of the nature of the group categorization. Furthermore, we show that persuasion attempts from in-group members only influence attitudes when an intergroup context is made salient.
[ to cite ]:
Mirjam Tuk, Peeter Verlegh, Ale Smidts, and Daniel Wigboldus (2009) ,"The Impact of Social Categorization on Persuasion Effectiveness", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 596-597.