Effects of Language Intensity Similarity on Perceptions of Credibility Relational Attributions, and Persuasion

Abstract

Communication accommodation theory was used to predict relationships between the degree of similarity of a source's and receiver's use of language intensity and attributions made about the source of a message. A sample of 286 respondents, whose use of language intensity had been assessed, read a persuasive message written with either high or low language intensity. Actual similarity between respondents'and stimulus language intensity was positively correlated withperceptions of source credibility (sociability /character, extraversion) and immediacy, and negatively correlated with arousal. Perceived similarity in language intensity was also positively correlated with credibility perceptions (competence, sociabilityy/character, composure), as well as immediacy and intimacy, and negatively correlated with arousal. Both actual and perceived similarity were associated with increased message agreement. Actual and perceived language intensity similarity were weakly correlated. In all analyses perceived similarity in language intensity was the stronger predictor of source attributions. Possible message processing differences arising from perceived and actual language intensity similarity are discussed.