Pablo Briñol

Thought confidence as a determinant of persuasion: The self-validation hypothesis

Previous research in the domain of attitude change has described 2 primary dimensions of thinking that impact persuasion processes and outcomes: the extent (amount) of thinking and the direction (valence) of issue-relevant thought. The authors examined the possibility that another, more meta-cognitive aspect of thinking is also important-the degree of confidence people have in their own thoughts. Four studies test the notion that thought confidence affects the extent of persuasion. When positive thoughts dominate in response to a message, increasing confidence in those thoughts increases persuasion, but when negative thoughts dominate, increasing confidence decreases persuasion. In addition, using self-reported and manipulated thought confidence in separate studies, the authors provide evidence that the magnitude of the attitude-thought relationship depends on the confidence people have in their thoughts. Finally, the authors also show that these self-validation effects are most likely in situations that foster high amounts of information processing activity.

The Effects of Message Recipients' Power Before and After Persuasion: A Self-Validation Analysis

In the present research, the authors examined the effect of a message recipients power on attitude change and introduced a new mechanism by which power can affect social judgment. In line with prior research that suggested a link between power and approach tendencies, the authors hypothesized that having power increases confidence relative to being powerless. After demonstrating this link in Experiment 1, in 4 additional studies, they examined the role of power in persuasion as a function of when power is infused into the persuasion process. On the basis of the idea that power validates whatever mental content is accessible, they hypothesized that power would have different effects on persuasion depending on when power was induced. Specifically, the authors predicted that making people feel powerful prior to a message would validate their existing views and thus reduce the perceived need to attend to subsequent information. However, it was hypothesized that inducing power after a message has been processed would validate ones recently generated thoughts and thus influence the extent to which people rely upon their thoughts in determining their attitudes.

Implicit Ambivalence From Attitude Change: An Exploration of the PAST Model

Traditional models of attitude change have assumed that when people appear to have changed their attitudes in response to new information, their old attitudes disappear and no longer have any impact. The present research suggests that when attitudes change, the old attitude can remain in memory and influence subsequent behavior. Four experiments are reported in which initial attitudes were created and then changed (or not) with new information. In each study, the authors demonstrate that when people undergo attitude change, their old and new attitudes can interact to produce evaluative responses consistent with a state of implicit ambivalence. In Study 1, individuals whose attitudes changed were more neutral on a measure of automatic evaluation. In Study 2, attitude change led people to show less confidence on an implicit but not an explicit measure. In Studies 3 and 4, people whose attitudes changed engaged in greater processing of attitude-relevant information than did individuals whose attitudes were not changed.

Self-Validation of Cognitive Responses to Advertisements

Two studies tested the notion that the confidence consumers have in their cognitive responses to an ad can increase or decrease the favorability of product attitudes. Increasing confidence in positive thoughts enhanced advertisement effectiveness. Increasing confidence in negative thoughts reduced advertisement effectiveness. These self-validation effects occurred regardless of the type of product and regardless of whether thought confidence was measured or induced through an experimental manipulation. The present research also demonstrated that source credibility can influence consumer attitudes by affecting thought confidence. Finally, thought confidence was distinguished from other potentially related thought dimensions. Antecedents, moderators, and consequences of self-validation effects are described.

Discrepancies Between Explicit and Implicit Self-Concepts: Consequences for Information Processing

Individuals with discrepancies among their explicit beliefs often engage in greater elaboration of discrepancy-related information in a presumed attempt to reduce the discrepancy. The authors predicted that individuals with discrepancies between explicit and implicit self-conceptions might similarly be motivated to engage in processing of discrepancy-related information, even though they might not be aware of the discrepancy. Four studies were conducted in which various self-dimensions were assessed with explicit and implicit measures. Across several different self-dimensions (e.g., need to evaluate, self-esteem), the authors found that as the discrepancy between the explicit and implicit measure increased (regardless of direction), people engaged in more thinking about information framed as related to the self-dimension on which the discrepancy existed. This research suggests that individuals might be motivated to examine relevant information as a strategy to minimize the implicit doubt that accompanies an inconsistency between explicit and implicit self-conceptions.

Ease of Retrieval Effects in Persuasion: A Self-Validation Analysis

Three studies are reported examining a new explanation for ease of retrieval effects in persuasion. In each study, participants read a persuasive communication and were induced to generate either a low or high number of favorable or unfavorable thoughts in response. In conflict with the assumptions of most previous studies, the authors predicted and found that ease of retrieval effects occur primarily under high rather than low-elaboration conditions. Under high-elaboration conditions, people were more influenced by their thoughts when few rather than many were retrieved (ease of retrieval effect), and this was mediated by the confidence participants had in those thoughts. These findings are consistent with the self-validation hypothesis. Under low-elaboration conditions, participants based judgments more on the actual number of thoughts generated, reflecting a numerosity heuristic.

Happiness Versus Sadness as a Determinant of Thought Confidence in Persuasion: A Self-Validation Analysis

The present research introduces a new mechanism by which emotion can affect evaluation. On the basis of the self-validation hypothesis (R. E. Petty, P. Briñol, & Z. L. Tormala), the authors predicted and found that emotion can influence evaluative judgments by affecting the confidence people have in their thoughts to a persuasive message. In each study, participants first read a strong or weak persuasive communication. After listing their thoughts about the message, participants were induced to feel happy or sad. Relative to sad participants, those put in a happy state reported more thought confidence. As a consequence, the effect of argument quality on attitudes was greater for happy than for sad participants. These self-validation effects generalized across different emotion inductions, different persuasion topics, and different measures of thought confidence. In one study, happy and sad conditions each differed from a neutral affect control. Most important, these metacognitive effects of emotion only occurred under high elaboration conditions. In contrast, individuals with relatively low motivation to think showed a main effect of emotion on attitudes, regardless of argument quality.

The Malleable Meaning of Subjective Ease

People can generate the same thoughts or process the same information with different degrees of ease, and this subjective experience has implications for attitudes and social judgment. In prior research, it has generally been assumed that the experience of ease or fluency is interpreted by people as something good. In the two experiments reported here, the meaning or value of ease was directly manipulated, and the implications for evaluative judgments were explored. Across experiments, we replicated the traditional ease-of-retrieval effect (more thought-congruent attitudes when thoughts were easy rather than difficult to generate) when ease was described as positive, but we reversed this effect when ease was described as negative. These findings suggest that it is important to consider both the content of metacognition (e.g., “those thoughts were easy to generate”) and the value associated with that content (e.g., “ease is good” or “ease is bad”).

Persuasion: From Single to Multiple to Metacognitive Processes:

This article provides a brief overview of major developments in the history of contemporary persuasion theory. The first intuitive and empirical approaches to persuasion were guided by main-effect questions (e.g., are experts more persuasive than nonexperts?). Furthermore, researchers focused on only one process by which variables (e.g., emotion, source credibility) would have an impact (e.g., emotion affected attitudes by classical conditioning). As data began to accumulate, so many new theories and effects were uncovered that the discipline faced collapse from the numerous inconsistencies evident. In response to the reigning confusion of the previous era, contemporary multiprocess theories were proposed (e.g., the elaboration likelihood model). According to these more integrative approaches, any one variable could affect attitudes by different processes in different situations and thereby sometimes produce opposite effects. Finally, we describe the role of a recently discovered new contributor to persuasion: self-validation. Unlike previous mechanisms that focus on primary cognition, this new process emphasizes secondary or meta-cognition.

Source factors in persuasion: A self-validation approach

The persuasion literature has examined several mechanisms that have contributed to understanding the effectiveness of credible, attractive, similar, and powerful sources. These traditionally studied processes focus on how persuasive sources can affect attitudes by serving as peripheral cues or by influencing the direction or the amount of thoughts generated. After describing these processes that operate at the primary level of cognition, we review research on self-validation that demonstrates how and when source factors can affect a secondary cognition—thought confidence. Thought confidence refers to a metacognitive form of cognition. This recently discovered mechanism can account for some already established persuasion outcomes (e.g., more persuasion with high- than low-credibility or similar sources), but by a completely different process than postulated previously. Moreover, under some circumstances we have also been able to obtain findings opposite to those typically observed (e.g., more persuasion with low- than high-credible or similar sources). Our research reveals that a consideration of self-validation processes provides an integrative mechanism for understanding many other unexplored source variables, such as oneself as a source, source matching and mimicry, and threatening sources.