Ad-Hominem Arguments: Understanding the Nuances in Effects of Attacking the Person

Abstract: On issues that are important to people’s fundamental values and identities, people inevitably resort to ad-hominem arguments—arguments that target another person’s traits rather than their ideas. Ad-hominem arguments are often regarded as fallacious reasoning but their effects on observers could vary depending on how they are conveyed. Two pilot studies demonstrate the nuances of the effect of ad-hominem arguments on observers’ perceptions of persuasiveness and their willingness to engage. Study 1 demonstrates that ad-hominem arguments reduce persuasiveness and make communicators appear more sanctimonious, thereby decreasing observers' willingness to engage. Study 2 finds that softening the tone of ad-hominem arguments surprisingly exacerbate these negative perceptions. This research suggests that the effects of ad-hominem arguments on observers have interesting nuances to delve into further.

Keywords: ad-hominem, communication, conflict, perceptions