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Powerful Versus Powerless Language: Consequences for Persuasion, Impression Formation, and Cognitive Response

Jon Busch

James J. Bradac

Department of Communication, University of California, Santa Barbara, CA 93106, USA

Although the literature on the consequences of powerful and power-less language styles for impression formation is extensive, the persuasive effects of power of style have been neglected. Accordingly, a 2 x 2 x 2 experiment was conducted (strong vs. weak argument strength x high vs. low power language x relevant vs. irrelevant topic). Respondents read a message arguing for implementing comprehensive examinations for college seniors which served as a vehicle for the independent variables. Dependent measures consisted of scales assessing persuasion and communicator style/ability. Additionally, cognitive responses were assessed. Dependent measures for persuasion and communicator attributes yielded a three-factor solution: Persuasion, CompetencelControl and Sociability. Further analyses indicated that strong arguments were generally more persuasive than weak ones regardless of relevance, and power of style had no effect upon Persuasion. On the other hand, powerful versus powerless language had a strong effect upon ratings of communicator CompetencelControl and, in conjunction with argument strength, Sociability. Among other things, the cognitive response data indicated that persons were more likely to think about the powerless style than the style that was ostensibly powerful. The results offer little support for Petty and Cacioppo's Elaboration Likelihood Model of persuasive effects.

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