A Cognitive Toolbox for Persuasion. Perceived Diagnosticity and Persuasibility Bias of Persuasive Features

Abstract

Persuasive features such as argument quality, source expertise, support, affect, consensus, source likability, and source attractiveness are linked to mental rules that vary in their reliability in supporting the persuasive process. We address these features as cognitive tools available to support judgments, investigating their self-other perceived diagnosticity and persuasibility, and using self-other differences as an index of perceived bias. Results show that participants explicitly consider argument quality, source expertise, and support (number of arguments) as diagnostic of the validity of a claim. Such diagnosticity predicted perceived persuasibility, and self-other differences linked non-diagnostic features to bias. We further discuss the relevance of these findings for a more comprehensive understanding of the cognitive toolbox that supports persuasive influences.