The Influence of decisional cohesion and framing on the persuasiveness of expert group recommendations

Recommendations made by expert groups are pervasive throughout various life domains. Yet not all recommendations--or expert groups--are equally persuasive. This research aims to identify factors that influence the persuasiveness of recommendations. More specifically, this study examined the effects of decisional cohesion (the amount of agreement among the experts in support of the recommendation), framing (whether the message is framed as a loss or gain), and the domain of the recommendation (health vs. financial) on the persuasiveness of the recommendation. The participants consisted of 1,981 undergraduates from Arizona State University. The participants read a vignette including information about the expert group making a recommendation--which varied the amount of expert agreement for the recommendation--and the recommendation, which was framed as either a gain or loss. Participants then responded to questions about the persuasiveness of the recommendation. In this study, there was a linear main effect of decisional cohesion such that the greater the decisional cohesion of the expert group the more persuasive their recommendation. In addition, there was a main effect of domain such that the health recommendation was more persuasive than the financial recommendation. Contrary to predictions, there was no observed interaction between the amount of decisional cohesion and the framing of the recommendation nor was there a main effect of framing. Further analyses show support for a mediation effect indicating that high levels of decisional cohesion increased the perceived entitativity of the expert group--the degree to which the group was perceived as a unified, cohesive group¬--which increased the recommendation's persuasiveness. An implication of this research is that policy makers could increase the persuasiveness of their recommendations by promoting recommendations that are unanimously supported by their experts or at least show higher levels of decisional cohesion.