| This dissertation develops a theoretical framework that explains why and when persuasion tactic related perceptions may influence persuasion. A central proposition of this theoretical framework is that given sufficient motivation, ability, and opportunity to process information, people can potentially elaborate on two different aspects of a persuasive message. One is the substantive content of a message that puts forward the merits of the central topic; the other is the persuasion tactic being employed in the message. When message content related elaboration dominates, characteristics of the message content (e.g., argument strength) will have a major impact on final judgments. On the other hand, when persuasion tactic related elaboration dominates, characteristics of the persuasion tactic (e.g., appropriateness) will be the leading factor that influences final attitudes. Persuasion tactic related elaboration will be more likely to occur when ones persuasion knowledge is more accessible at the time of message processing.; This dissertation then explores the implications of this theoretical framework for understanding the goal framing effect: the differential persuasiveness of positively versus negatively framed messages. It is suggested that when persuasion tactic related elaboration occurs, positive framing will be more persuasive than negative framing because people often hold negative perceptions about negative framing as a persuasion tactic. However, when message content related elaboration occurs, negative framing will be more effective than positive framing. This is due to the fact that negative information is weighted more in judgments. When there is limited cognitive elaboration, positive framing will be more persuasive than negative framing as a result of heuristic processing, wherein the valence of the message serves as a heuristic cue.; Two experiments were conducted to test the validity of the theoretical framework as well as the specific hypotheses regarding the goal framing effect. Utilizing different substantive issues (in experiment 1 a typical health message and in experiment 2 a commercial advertising message), the experiments provided general support for the theoretical framework and the hypotheses. |
