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Two experiments investigated the effects of manipulating quality of evidence   that supports arguments on message persuasiveness. The evidence quality was   systematically manipulated by violating one or two of the relevant normative   criteria. In experiment one, participants were presented with arguments   embedded within a persuasive message. All supportive evidence was of either   high, medium or low quality (between-subjects design). In experiment two,   each argument was presented separately and was supported with high, medium   and low quality evidence (within-subjects design). The recipients were   insensitive to manipulations of evidence quality in the first, but sensitive   to it in the second experiment. The findings are discussed with reference to   conceptual and methodological issues in the study of attitude change

Does it take a good argument to be persuaded? How manipulating quality of evidence affects message persuasiveness