The Effects of Crossing the Midpoint on Belief Change

Abstract

Previous research has shown that persuasive communications lead to less change if the positions of the source and receiver of a persuasive communication fall on different sides of the midpoint of a response dimension than if these positions fall on the same side of the midpoint. Using an interactive computer system, a task was designed to replicate and extend these findings while overcoming some of the methodological shortcomings of earlier studies. Specifically, the task allows independent manipulation of both the initial position of the receiver and the position advocated by the source. Consistent with earlier findings, crossing the midpoint resulted in less acceptance and change when the midpoint was made salient and the qualitative differences between the positions of the source and receiver were made explicit. Perhaps more important, change was not inhibited when the midpoint was not made salient and the qualitative differences were left implicit.