Indecent influence: The positive effects of obscenity on persuasion

Cory R. Scherer · Brad J. Sagarin

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Swearing, Euphemism, Multilingualism Social and Intergroup Psychology Psychology of Social Influence

Abstract

This experiment examined the effects of judicious swearing on persuasion in a pro‐attitudinal speech. Participants listened to one of three versions of a speech about lowering tuition that manipulated where the word “damn” appeared (beginning, end, or nowhere). The results showed that obscenity at the beginning or end of the speech significantly increased the persuasiveness of the speech and the perceived intensity of the speaker. Obscenity had no effect on speaker credibility.

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References

1992Cursing in America 2013The Social and Psychological Contexts of Language 1979THREE LANGUAGE VARIABLES IN COMMUNICATION RESEARCH: INTENSITY, IMMEDIACY, AND DIVERSITY 1973The Effects of Three Types of Profane Language in Persuasive Messages

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