OVERCOMING RESISTANCE TO PERSUASION VIA CONTIGUOUS REINFORCEMENT AND REPETITION OF MESSAGE

Abstract

This study examined the effects of a contiguity learning model which posited one-trial learning based upon accurate knowledge of results as a reinforcer. A reconceptualization of reinforcing stimuli in the resistance to persuasion paradigm is experimentally tested. Repetition of the persuasive message was tested as part of the developed learning model and as a replication of earlier research. Knowledge of correct results and message repetition were manipulated to overcome resistance to persuasion created by pretreatment inoculation. Inoculation and persuasive attack messages were carefully created to control for a number of important message variables. A pilot study with 219 subjects tested effectiveness of the message. The actual experiment included 162 subjects in a three-way factorial analysis of variance design with inoculation, reinforcement, and repetition of message as predictor variables. Predicted main effects for each independent variable on posttest attitudes were found. Moreover, the pattern of posttest attitude means was exactly as posited. Discussion centered on the use of this learning model in research on persuasion.