Abstracts Psychology

Provocatively and evocatively vivid language: An extension of Language Expectancy Theory

by Charlene Melcher

The effects of vividness have been argued to be weak, elusive, and illusory. This study reconceptualized vividness as a language characteristic along four dimensions: emotional interest, concreteness, proximity, and image valence, and attempted to extend Language Expectancy Theory as the explanatory mechanism for vividness. Based on LET, it was proposed that an interaction effect between source characteristics (sex and credibility) and message characteristics (vividness) would occur. No support for the hypothesized interaction effects were found although the extension of Language Expectancy Theory to vividness is, ultimately, supported. Based on this study's finding that vivid messages were only slightly persuasive (creating more positive message evaluation and message agreement than did pallid messages), it is concluded that vivid language is not a promising message strategy for the health context. Refinements of Language Expectancy Theory in terms of expectancy strength and source credibility are suggested, and directions for future research advanced.