Attribute degree centrality and attribute tie strength as criteria of argument quality

Abstract

ABSTRACT Persuasion research involves identifying speaker, message, and receiver factors that influence persuasiveness. Based on Probabilistic Persuasion Theory (PPT), two experiments tested whether attribute degree centrality and attribute tie strength affect persuasion in decision making contexts. A semantic network learning task was used to experimentally manipulate both attribute dimensions in receivers' semantic networks. Participants received arguments with attributes varying in degree centrality and tie strength. In Experiment 1 (N = 48), both attribute dimensions affected choice behavior. Experiment 2 (N = 168) increased the tie strength manipulation and replicated the tie strength effect on choice. Across both experiments, degree centrality and tie strength yielded additional effects on perceived argument quality and source credibility but did not affect choice confidence or latencies.