Novelty as a Parameter for Using Arguments in Persuasive Communication

Background: In this paper, a series of studies investigating one of the parameters for effectiveness in relation to using arguments in persuasive communication messages is described: the novelty of arguments. Method: The first study involves the elicitation of arguments, the second study entails the identification of novel arguments, and the third study focuses on the influence of novel versus familiar arguments. The main hypothesis for this series of studies was: Messages with novel, valid and relevant arguments will lead to more attitude change than messages with familiar, valid and relevant arguments. Results: This hypothesis is supported by the data: messages with new, valid and relevant arguments led to more attitude change than messages with familiar, valid and relevant arguments. Discussion: To ensure the central processing of arguments, messages need to be new to the receiver. There is a need for more experimental studies identifying parameters for effectiveness in relation to various behavior change methods.