Abstract
The present study attempted to extend knowledge of persuasion reduction via source derogation in the context of congruity theory by using controverted issues rather than non-controverted truisms. Source derogation reduced persuasion on controverted issues only when the source was unfavorably evaluated. Controverted issues are more varied in favorableness than truisms, and this difference may explain the conditional acceptance of the hypothesis. Time of source derogation was important; source derogation before issue support reduced persuasiveness while derogation after support did not. A further prediction, that persuasion would be reduced more if there were only one derogated source rather than several sources and only one derogated, was not supported. Some caution in the application of congruity theory was noted.
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