Hidden Effects of Persuasion

Zakary L. Tormala, Indiana University
Pablo Brinol, Universidad Autonoma de Madrid
Richard E. Petty, Ohio State University
EXTENDED ABSTRACT - In persuasion research, an ad is assumed to be effective to the extent that it changes the valence or extremity of a person’s attitude, as reported on a rating scale. The present research argues that when people appear to have resisted persuasion (or an ad appears to have failed) according to traditional measures, there might actually be some important yet previously hidden effects on the target attitude. We apply two different paradigms in an attempt to understand whether resisted persuasive messages might under some conditions have hidden success.
[ to cite ]:
Zakary L. Tormala, Pablo Brinol, and Richard E. Petty (2004) ,"Hidden Effects of Persuasion", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 75-76.