Effects of message Repetition on Argument Processing, Recall, and Persuasion

Abstract

Previous research has suggested that message argument scrutiny is enhanced by moderate levels of message repetition, whereas tedium develops at high levels of message repetition. Such a conceptualization implies that responses to messages containing strong versus weak arguments should be affected differently by a moderate level of message repetition. This prediction was tested in a study of 102 undergraduates assigned randomly to the cells of a 2 (Argument Quality: Strong vs. Weak) x 2 (Message Repetition: One vs. Three) between-subjects factorial design. Analyses revealed the predicted interaction on the measure of postcommunication attitudes, providing convergent evidence that moderate levels of message repetition can increase or decrease persuasion by enhancing argument scrutiny.