AN INVESTIGATION OF THE EFFECTS OF LANGUAGE STYLE AND COMMUNICATION MODALITY ON PERSUASION

Using the Heuristic-Systematic Model as a theoretical basis this study replicates, extends, and integrates previous research on communicatio n modality (i.e., print vs, audio vs. audiovisual) and power of langua ge style (POS). Specifically, it focuses on the extent to which commun ication modality moderates the effects of powerful versus powerless la nguage styles on (1) evaluations of the speaker and (2) attitudes towa rd the speaker's recommendation. It supports the hypotheses that modal ity moderates the effects of POS on the latter but not the former Addi tionally, the results indicate that systematic information processing is used to form attitudes toward a recommendation wizen arguments are presented in writing, whereas audio and audiovisual modes appear to en courage the use of speaker-related heuristics to form opinions about t he speaker's recommendations.