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About the Importance of Arguments, or: Order Effects and Conversational Rules

Author

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  • Gschwend, Thomas

    (Sonderforschungsbereich 504)

  • Bless, Herbert

    (Mikrosoziologie und Sozialpsychologie Universität Mannheim)

Abstract

This paper investigates order effects in one-sided and two-sided communications. While most theorizing attributes both primacy and recency effects to cognitive processes (e.g., attention decrement), we propose that, in addition, communicative aspects play a central role in the emergence of order effects. We postulate that individuals - drawing on conversational norms - hold expectations about the order in which arguments are presented. Depending on these expectations, arguments presented first or last will be highly influential. The results of four experiments indicate that arguments were most influential when presented at a position where participants expected the most important arguments. Significantly, these effects were eliminated when participants' expectations were not applicable.

Suggested Citation

  • Gschwend, Thomas & Bless, Herbert, 2001. "About the Importance of Arguments, or: Order Effects and Conversational Rules," Sonderforschungsbereich 504 Publications 01-27, Sonderforschungsbereich 504, Universität Mannheim;Sonderforschungsbereich 504, University of Mannheim.
  • Handle: RePEc:xrs:sfbmaa:01-27
    Note: Financial support from the Deutsche Forschungsgemeinschaft, SFB 504, at the University of Mannheim, is gratefully acknowledged.
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