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. 2017 Nov 24;7:16295. doi: 10.1038/s41598-017-16572-2

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© The Author(s) 2017

Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons license, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons license and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/.

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Experimental design. (a) Participants rated their attitudes for a wide variety of norms and beliefs that do not address any rules about social behaviors (beliefs) in the first attitude-rating task. They then completed a persuasion task in which messages were designed to change their attitudes about the two norms and two beliefs (the same for each subject and taken from the previous task). Finally, the attitude-rating task was repeated, and any changes in attitudes were revealed. (b) The persuasion task had a 2 × 2 factorial design of persuasion topic (norm or belief) × persuasion direction (increasing or decreasing agreement). (c) Block structure in the persuasion task. After viewing a persuasive message consisting of five sentences, participant’s rated how interesting they felt the messages were. Each subject completed 24 blocks (6 blocks × 4 conditions: ND, NI, BD, and BI). (d) An example sequence of trials in the attitude-rating task. Participants rated how much they agreed with the pseudorandomly presented norms and beliefs. The attitude-rating tasks used 50 norms and 50 beliefs, 4 of which (the same 2 norms and 2 beliefs) were included in the persuasion task.