Figure 13.10: Effect of persuasive arguments on attitude under various experimental conditions In this graph, protrusion above the horizontal axis indicates agreement with the persuasive message, and protrusion below the axis indicates disagreement. When the issue was of high personal relevance (left half of graph), the strength or weakness of the arguments had more impact than did the source of the arguments; but when the issue was of low personal relevance (right half of graph), the reverse was true.

(Based on data from Petty, Cacioppo, & Goldman, 1981.)