Conversational expectations as a basis for order effects in persuasion

The current study demonstrates the role of conversational processes in order effects in persuasive communications. Conversational rules guide individuals' expectations about the position of the most important arguments within a persuasive message. We argue that these expectations contribute to the influence of arguments on attitude change, that is, if the important arguments are expected at a certain position, they become more influential than the other arguments of the persuasive message. In the current study, we presented participants with a persuasive message in which the order of arguments was experimentally manipulated. An order effect occurred when the conversational expectation regarding the order of arguments was applicable. However, no reliable order effect was observed when the conversational expectation was discredited. Importantly, consistent with the explanation of conversational order effects, the interactive effects of argument order and conversational expectation on the attitude was mediated by the perceived importance of the arguments.