Inferring the importance of arguments: Order effects and conversational rules

This paper investigates order effects in one-sided and two-sided communications. While most theorizing attributes both primacy and recency effects to cognitive processes (e.g., attention decrement), we propose that, in addition, communicative aspects play a central role in the emergence of order effects. We postulate that individuals-drawing on conversational norms-hold expectations about the order in which arguments are presented. Depending on these expectations, arguments presented first or last will be highly influential. The results of three studies indicate that recipients hold such expectations, which lead to order effects. Arguments were most influential when they were presented at a position where participants expected the most important arguments. Moreover, these effects were eliminated when the applicability of participants' expectations was experimentally reduced.