Does less persuade more? Paradoxical effects of additional weak arguments
Wed-Main hall - Z3-Poster 3-9009
Presented by: Luisa Schulz
When persuading someone, there is a tendency to include as many arguments as possible. However, is more always better? This question becomes especially important when dealing with arguments of different strengths. Combining a weaker argument with a stronger one can result in three potential effects: an increase, decrease, or no change in persuasive impact. These effects are linked to distinct patterns of information integration (adding, averaging, absorbing). In the adding pattern, each supporting argument enhances a positive attitude cumulatively. Averaging involves calculating the average persuasive strength of individual pieces of information. Absorbing lets the strongest argument overshadow all others. To explore how these different processing patterns affect the persuasive impact of arguments varying in strength, an online experiment was conducted using a five-group between-subjects design (N = 279). The control group received only one strong argument, whereas the experimental groups received four additional weak arguments. The groups differed in instructions and visual presentation to encourage averaging, adding, or absorbing, respectively. Results supported the averaging effect, where weak arguments decrease the persuasive impact of a strong argument. However, when the focus shifted to the strongest argument (absorbing pattern), no difference in persuasive impact between a standalone strong argument and one presented alongside weak arguments was found. In summary, the results indicate that it is not the sheer number of arguments that impacts persuasion, but a variety of factors, including the argument strength and patterns of information processing.
Keywords: persuasion, argument strength, information integration, adding, averaging, absorbing