The paradox of argument strength: how weak arguments undermine the persuasive effects of strong arguments

Obermaier, Magdalena; Koch, Thomas (2024): The paradox of argument strength: how weak arguments undermine the persuasive effects of strong arguments. Scientific Reports, 14: 22244. ISSN 2045-2322

Abstract

This paper analyzes effects of the mutual presentation of weak and strong arguments. Departing from the prevalent “the-more-the-better” heuristic, our research scrutinizes whether the inclusion of weak arguments enhances or diminishes the persuasive impact of strong arguments. Leveraging insights from judgment formation literature, we conducted four experimental studies on political and health-related topics to unravel whether the presenting weak arguments strengthens the persuasive effect of a strong argument (adding) or actually weakens this persuasive effect (averaging). The results show that providing supporting arguments of moderate strength along with a strong argument increases persuasion, representing an additive pattern. However, presenting weak supporting arguments along with a strong argument reduces the persuasive effect of the strong argument, representing an averaging pattern. Exposure to weak arguments diminishes the strength of strong ones, suggesting the omission of weak arguments. These findings underscore the vital role of strategically selecting arguments to optimize persuasion across disciplines.

• Doc-Type: Article (LMU)
• Organisational unit (Faculties): 15 Social Sciences > Communication
• DFG subject classification of scientific disciplines: Humanities and social sciences
• DFG: Funded by the Deutsche Forschungsgemeinschaft (DFG, German Research Foundation) - 491502892