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When people evaluate the strength of an argument, their motivations are likely to influence the evaluation. However, few studies have specifically investigated the influences of motivational factors on argument evaluation. This study examined the effects of defence and accuracy motivations on argument evaluation. According to the compatibility between the advocated positions of arguments and participants' prior beliefs and the objective strength of arguments, participants evaluated four types of arguments: compatible-strong, compatible-weak, incompatible-strong, and incompatible-weak arguments. Experiment 1 revealed that participants possessing a high defence motivation rated compatible-weak arguments as stronger and incompatible-strong ones as weaker than participants possessing a low defence motivation. However, the strength ratings between the high and low defence groups regarding both compatible-strong and incompatible-weak arguments were similar. Experiment 2 revealed that when participants possessed a high accuracy motivation, they rated compatible-weak arguments as weaker and incompatible-strong ones as stronger than when they possessed a low accuracy motivation. However, participants' ratings on both compatible-strong and incompatible-weak arguments were similar when comparing high and low accuracy conditions. The results suggest that defence and accuracy motivations are two major motives influencing argument evaluation. However, they primarily influence the evaluation results for compatible-weak and incompatible-strong arguments, but not for compatible-strong and incompatible-weak arguments. [ABSTRACT FROM AUTHOR]

This study examined the relations between source credibility of eWOM (electronic word of mouth), perceived risk and food products customer's information adoption mediated by argument quality and information usefulness. eWOM has been commonly used to refer the customers during decision-making process for food commodities. Based on this study, we used Elaboration Likelihood Model of information adoption presented by Sussman and Siegal (2003) to check the willingness to buy. Non-probability purposive samples of 300 active participants were taken through questionnaire from several regions of the Republic of China and analyzed the data through structural equation modeling (SEM) accordingly. We discussed that whether eWOM source credibility and perceived risk would impact the degree of information adoption through argument quality and information usefulness. It reveals that eWOM has positively influenced on perceived risk by source credibility to the extent of information adoption and, for this, customers use eWOM for the reduction of the potential hazards when decision making. Companies can make their marketing strategies according to their target towards loyal clients' needs through online food- product forums review sites. [ABSTRACT FROM AUTHOR]