PERSUASION BY CAUSAL ARGUMENTS: THE MOTIVATING ROLE OF PERCEIVED CAUSAL EXPERTISE

We examined how perceived causal expertise affects the processing of causal persuasive arguments. In Study 1, participants received strong or weak causal arguments from a content-area expert who was high or low in causal expertise. Participants in the high causal expertise condition processed the causal arguments carefully: they were more persuaded by strong compared to weak causal arguments. In Study 2, participants received a high or low causal confidence prime and then read a message from a source who was high or low in content-area expertise. The message contained strong or weak, causal or non-causal arguments. Participants who received both the causal confidence prime and the high content-area expertise information processed the causal arguments carefully: they were more persuaded by strong compared to weak causal arguments. These findings demonstrate that causal and content-area expertise can increase motivation to attend to causal arguments. Implications for the persuasion literature are discussed.