Thoughts about thoughts
Earlier persuasion research focused on whether a message produced favourable or unfavourable thoughts. This hypothesis adds a further step known as metacognition. Thoughts held with confidence are said to have greater influence on attitudes, while doubted thoughts have less influence, whichever way they point.
What the studies show
In one memorable study, people who nodded while listening to a message relied more on their own thoughts than people who shook their heads. When the arguments were strong, nodding increased agreement. When arguments were weak, nodding had the opposite effect, because people were more confident in their negative reactions.
Significance and limits
The idea explains why a single factor, such as feeling powerful or happy, can raise or lower persuasion depending on what someone is thinking. It requires that people have thoughts to validate, so it is most relevant when they are paying attention. Much of the evidence comes from a relatively concentrated research programme.
Further reading
- Petty, R. E., Brinol, P., & Tormala, Z. L. (2002). Thought confidence as a determinant of persuasion: The self-validation hypothesis. Journal of Personality and Social Psychology, 82, 722-741.
- Brinol, P., & Petty, R. E. (2003). Overt head movements and persuasion: A self-validation analysis. Journal of Personality and Social Psychology, 84, 1123-1139.