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Minority influence : The effects of expertise of an ingroup versus outgroup
strategy of persuasion
The purpose of this study was to investigate the influence of persuader's expertise and strategy of persuasion on recipient's attitude change. On the basis of Elaboration Likelihood Model (ELM; Petty & Cacioppo, 1986), we predicted that attitudinal change via central route would create both direct and indirect influences, whereas the attitudinal change via peripheral route would create only direct influence. This prediction was tested by using Mucchi-Faina's study design (1994). The subjects were 125 university students who had the initial attitude opposite to the persuasive contents. They first read the persuasive message, in which either inclusive strategy or exclusive strategy was included, written by an expert or a nonexpert minority group, and then rated their own attitudes toward a main topic of the message and the related topics. When an expert used inclusive strategy, both direct and indirect influences occurred, while when the person used exclusive strategy, only direct influence occurred. In the persuasion by an nonexpert, both direct and indirect influence hardly occurred. These results supported the assertion of Chaiken & Stangor (1987), who pointed out that recipients conducted both heuristic and systematic processing simultaneously.
広島大学総合科学部紀要. IV, 理系編