An Empirical Test of an Axiomatic Model of the Relationship Between Language Intensity and Persuasion

Abstract

The study tested six axioms concerning the effect of language intensity on receiver attitudes. The axioms specify source and receiver variables which might moderate the relationship between intensity and attitude change. The results were consistent with an information processing model based on message discrepancy, expectancy and elaboration likelihood theories. Intensity affected attitudes through three routes. First, intensity increased attitude change via message clarity, with clarity acting as a mediator variable. Second, intensity inter acted with discrepancy and perceived source likeability to produce attitude change. Third, the effect of intensity on attitudes was moderated by source expectations. Results showed that intensity enhances persuasiveness for a high credibility source, inhibits persuasiveness for a low credibility source, and has no effect for a moderate credibility source. Receiver anxiety moderated the effect of source gender expectations on the intensity-attitude relationship. A revised model of intensity effects, based on axioms derived from information processing theory and expectancy theory, is discussed.