Language and Persuasion: Linguistic Extremity Influences Message Processing and Behavioral Intentions

The present studies explore the role of linguistic extremity on message processing, persuasion, and behavioral intentions. Past research has found that the use of intense language has led to increases in attitude—behavior consistency. The authors present research that suggests that one reason for these effects is because linguistic extremity increases message processing, a common antecedent to attitude strength. Across two studies, linguistic extremity increased message processing relative to a control message. Study 2 replicated the increased processing effects with a different topic, and linguistic extremity led to increases in intentions to sign a petition when the message contained strong arguments. Furthermore, increases in behavioral intentions were mediated by participants’ amount of processing. Implications for linguistic extremity as a linguistic marker of attitude strength are discussed.