The Impact of Persuasive Messages on IAT Performance is Moderated by Source Attractiveness and Likeability

In two studies, participants read persuasive messages introduced by an attractive (Study 1) or likeable (Study 2) source before completing measures of implicit and explicit evaluations. The persuasive messages were in favor of an unfamiliar brand of facial soap (Study 1) and the implementation of comprehensive examinations at the participants’ university (Study 2). Results showed that persuasive messages had a stronger impact on an Implicit...