Effects of Combining Congruity Principle Strategies for the Reduction of Persuasion

Abstract

Several specific strategies for the reduction of persuasion are suggested by the principle of congruity as being independent in their effects. It was thus reasoned that combining two such non-redundant treatments would be more effective in reducing the degree of attitude change than using either by itself. This proposition was tested under both massed-i.e., both strategies presented either before (immunization) or after (restoration) a belief attack-and distributed conditions (one strategy before the attack, the other after). The main theoretical predictions were upheld, and support was also found for the notion of an additivity effect of the various combinations. The massed and distributed modes were not significantly different, but immunization was generally superior to restoration.