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Healthy Skepticism Library item: 20219

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: Journal Article

Axsom D, Yates S, Chaiken S.
Audience response as a heuristic cue in persuasion.
J Pers Soc Psychol 1987; 53:(1):30-40
http://psycnet.apa.org/journals/psp/53/1/30/


Abstract:

Previous research on the persuasive impact of an overheard audience has yielded conflicting results. In this study, we attempted to understand such audience effects within the framework of the heuristic model of persuasion. Subjects listened to an audiotaped persuasive message that conveyed arguments of either high or low quality and that was responded to by either an enthusiastic or an unenthusiastic overheard audience. In addition, subject involvement (high vs. low) was varied. Consistent with predictions, the audience response cue influenced postmessage opinions only under low involvement; under high involvement, only argument quality affected persuasion. Analyses that took into account subjects’ need for cognition supported the additional hypothesis that individuals lower in need for cognition would be more responsive to the audience manipulation under low involvement. Thought-listing data and regression analyses provided further support for the heuristic model.

Keywords:
Adult Cues* Female Humans Male Persuasive Communication* Set (Psychology) Social Conformity* Social Environment

 

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...to influence multinational corporations effectively, the efforts of governments will have to be complemented by others, notably the many voluntary organisations that have shown they can effectively represent society’s public-health interests…
A small group known as Healthy Skepticism; formerly the Medical Lobby for Appropriate Marketing) has consistently and insistently drawn the attention of producers to promotional malpractice, calling for (and often securing) correction. These organisations [Healthy Skepticism, Médecins Sans Frontières and Health Action International] are small, but they are capable; they bear malice towards no one, and they are inscrutably honest. If industry is indeed persuaded to face up to its social responsibilities in the coming years it may well be because of these associations and others like them.
- Dukes MN. Accountability of the pharmaceutical industry. Lancet. 2002 Nov 23; 360(9346)1682-4.