The Effects of Message Intensity on Receiver Evaluations of Source, Message and Topic

Abstract

This study investigated the consequences of increased levels of expressed message intensity on receivers' subsequent evaluations of the source and topic of the message, in addition to their perceptions of the message itself. A basic message was prepared in which a previously neutral source attacked a relatively low-salience topic. The intensity with which the source stated his attitudinal position was systematically varied by the alternative insertion of verbs and modifiers of known intensive value. This created two experimental messages, one of low intensity, the other of high intensity. Subjects read one of the messages and responded via rating scales. Obtained results provided partial support for the experimental hypotheses, in that the high intensity message was judged as clearer and its source as more dynamic than the low intensity message. A secondary analysis based solely on perceived message intensity conformed even more closely to the experimental predictions. Messages rated as being highly intense were also rated as clearer and more logical, and having sources who were judged to be more trustworthy, more qualified and more dynamic.

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