To what extent does numbering the reasons for a negative decision influence the persuasive force of the text? That is the focus of this study, in which we report an experiment (with 265 participants) wherein the direct effects and the indirect effects of numeral markings are analyzed in two linguistic contexts: in the introduction of the upcoming enumeration of reasons (the so-called ‘trigger’) and in the lead-ins of the successive reasons of the enumeration itself. The experiment was conducted within the framework of the Elaboration Likelihood Model (Petty and Cacioppo, 1984) and the Schematic Text Structural Expectations Hypothesis (Sanders and Noordman, 2000; Mulder, 2008). Adding numeral markers in both trigger and lead-ins turns out to enhance the persuasiveness of the text in several ways. It stimulates readers to elaborate more on the content of the reasons. It helps readers to scrutinize the reasons and stimulates recall, which contributes to a more balanced judgment. The markings also have a direct positive effect on persuasiveness, which points to an effect on low elaborating readers. Furthermore, inconsistent implementation of numeral markings (the combination of a numeral trigger with non-numeral lead-ins or a non-numeral trigger with numeral lead-ins) has a negative indirect effect on persuasiveness via text evaluation. This effect is explained by assuming that the Schematic Text Structural Expectations Hypothesis not only applies to text processing, but to text evaluation as well.

Do the quality and the quantity of arguments have an impact on the evaluation of bad news messages? To answer this question, two experiments were carried out using bad news letters in which the quality and the quantity of the arguments were manipulated in a contextually realistic way. The results of both experiments show that adding argumentation has a positive impact on the perceived politeness and the persuasive force of the letters. Furthermore, the studies show that the impact of strong arguments is greater than that of weak arguments. The effect of adding successive arguments is positive as well. However, the results indicate that one or two arguments are sufficient. Adding a third argument only minimally contributes to better evaluations.