Abstract
Two studies investigated the processes mediating the persuasive impact of messages representing in-group opinions. In the 1st study, subjects read either a strong or a weak message attributed to either an in-group member or to another group. Subjects were more persuaded by a strong message from the in-group than a weak one, suggesting content-focused processing of the in-group message. Subjects were equally unpersuaded by either a strong or a weak message from the other group, and showed little sign of message processing. In the 2nd study, Ss listened to in-group or other-group messages about issues that varied in their relevance to in-group membership. When the issue was relevant to the in-group, subjects were persuaded by a strong message from the in-group, unpersuaded by a weak message from the in-group, and equally unimpressed by strong and weak messages from the other group. When the issue was irrelevant to the in-group, subjects accepted the position advocated by the in-group regardless of message quality, and again ignored messages from the other group. These results suggest that increased message processing, and not merely the impact of source persuasion cues, can underlie in-group-mediated attitude change.
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