Message Variables That Mediate and Moderate the Effect of Equivocal Language on Source Credibility

Abstract

Equivocation is advisable as a persuasive strategy only under limited conditions. Information-processing theory was used to model the effect of precise language on receiver evaluations of message and source. Path analyses found that the effects of language intensity (specificity and opinionatedness) on ratings of source competence and trust-worthiness were mediated by language perceptions and message evaluation variables such as assessed argument quality. The effect of language intensity on trustworthiness was mediated by attributions of either source bias or intolerance of discrepant opinions. Meta-analyses found that message discrepancy and personalization of the issue made the effects of intense language on competence more negative, whereas better quality arguments made the effect of intensity on competence and trustworthiness more positive.