Cognitive Responses in Persuasion

By Richard E. Petty; Thomas M. Ostrom et al. | Go to book overview
Save to active project

10
Anticipatory Opinion Effects

Robert B. Cialdini Arizona State University

Richard E. Petty University of Missouri-Columbia

Most of the research described in previous chapters of this book involved an examination of what happens to one's opinions after a persuasive message on some topic has been encountered. Sometimes the messages come from external sources, and sometimes (as in the active participation experiments described in Chapter 1) the person constructs his or her own communication. But in each case, the focus is on what happens after the communication has been received. The work to be covered in the present chapter, however, involves a different question: What are the effects of simply expecting to have to deal with a persuasive communication? For example, if the President of the United States wanted to convince the public that taxes should be raised, would he be more effective if the public were forewarned of his position, or if his message took them by surprise?

There is considerable evidence that the mere anticipation of presenting or receiving acommunication can produce reliable opinion effects, and under some conditions these effects can be comparable in size to those resulting from the actual receipt of a persuasive attack. Compared with the long history of research on the effects of a message upon attitude, the literature describing the influence of an expectation upon attitude is relatively recent, beginning systematically in the early, 1960s. Nonetheless, a substantial number of studies have since investigated anticipatory effects, so that we now know quite a bit about them. It seems a proper initial step, then, to begin with a description of what it is that we now know about the phenomenon of anticipatory effects in persuasion.

-217-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited page

Bookmark this page
Cognitive Responses in Persuasion
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen
/ 476

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?