the speed-of-speech effect then? Miller et al. argued that subjects inferred that a fast-talker knows what he is talking about (i.e., is credible), and the enhanced persuasion is due simply to this credibility cue. In the next chapter we present a model of persuasion that specifies the antecedents of cognitive responses and takes into account both attitude changes resulting from effortful thought processes and those resulting from peripheral cues in the persuasion situation.
In this chapter we have focused on the persuasive impact of information that originates internally. This self-generated information can result from a specific role-playing request, from merely thinking about an attitude object, or from specific cognitive responses to the arguments in a persuasive message. Depending on the nature of these self-generated thoughts, a person's attitude can become either more positive or more negative toward the attitude object. Self-persuasion is so potent because people appear to have a higher regard for the information they generate themselves than information that originates externally, and people can better remember arguments that originate internally than externally. Although the self-persuasion approach emphasizes attitude changes that result from a thoughtful consideration of issue-relevant arguments, it is clear that some attitude changes occur without much effortful cognitive activity. In the final chapter of this text we examine both kinds of persuasion and specify the likely determinants of each.