Abstract
The persuasive effects of one-sided versus two-sided communications were retested in a nonwestern cultural setting. Perceived bias in the communication was hypothesized to account for the differential effects of the two styles of arguments. The impact of prior familiarity with the issue on the persuasive effects of the communication was examined. Subjects were 273 high-school students in Taiwan. Among the initially unfavorable, the one-sided arguments were found more effective when the subjects were not familiar with the issue, while the two-sided arguments were found more effective when the subjects were familiar with the issue. No such interaction appeared among the initially favorable. Regardless of the style of argument or initial attitudes, the effects of communication were an inverse function of detection of bias. When detection of bias was held constant, the interactive effects of the one-sided and two-sided communications all disappeared.
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