Influences of Position Justification on Perceived Bias: Immediate Effects and Carryover Across Persuasive Messages.

Abstract

The current research examined how people infer whether novel sources are biased based on their ability to justify their position. Across nine studies, when sources provided weak versus strong arguments, message recipients perceived the source as more biased. This effect held controlling for other possible inferences, such as lack of expertise or untrustworthiness. This research also examined whether perceived source bias on one message can carry over to ambiguously related future persuasive messages. Studies 6 to 8 demonstrated that perceivers use both the perceived bias from an initial message and the argument quality of the second message to determine a source's bias on the new topic. Finally, perceived bias carried over from an initial message can influence persuasion on a second topic (Study 9). Ultimately, the present work provides insight into factors that affect perceived bias and the dynamic consequences of those perceptions.