This study examined the effects of elaboration on recipients′ attitude
change process when persuasion was by two individuals with different
opinions. Dual-process model of persuasion explains that recipients change
their opinions based on argument quality in high elaboration conditions,
but attitude change is based on peripheral cues (e.g., group membership) in
low elaboration conditions. The model assumes a situation in which one
person persuades another. In study 1, 46 participants read two persuasive
messages from in/out-group members, which were manipulated for argument
quality, and evaluated their attitudes. Results showed participants read
messages carefully and changed their attitudes based on argument quality.
In study 2, 65 participants were randomly assigned two elaboration
conditions (w/wo time constraints in reading both in/out-group members′
messages). Results showed participants changed their attitudes toward the
in-group member in low elaboration conditions. Dual-process model of
persuasion was found applicable for persuasion by two individuals with
different opinions.