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Abstract

Research on persuasion has shown that inferences based on heuristic or peripheral cues can bias the subsequent processing of persuasive messages. Two studies (total N = 296) examined the additional possibilities that a message argument can serve as a biassing factor and cue-related information can serve as the target of processing bias. It was demonstrated that a message argument can bias (a) the processing of subsequent other message arguments (Study 1) and (b) the processing of subsequent cue information (Study 2). Results are discussed within dual-process models and the recently developed unimodel of persuasion. Copyright © 2007 John Wiley & Sons, Ltd.