The impact of social categorization on persuasion attempts

Mirjam Tuk, PWJ Verlegh, Ale Smidts, DHJ Wigboldus

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In the current research, the precise impact of persuasion attempts from out-group members is examined. Based on different streams of research, both a relatively smaller persuasive effect of out-group members and a differentiation away from the out-group can be hypothesized. In a series of four experiments, we find convincing evidence for the differentiation expectation; persuasion attempts from out-group members led to opinions opposite from the out-group opinion, irrespective of the nature of the group categorization. Furthermore, we show that persuasion attempts from in-group members only influence attitudes when an intergroup context is made salient.
Original languageUndefined/Unknown
Pages (from-to)596-597
Number of pages2
JournalAdvances in Consumer Research
Publication statusPublished - 2009

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