Attitude-based appeals as persuasive elements in online discussion: the case of drug consumption rooms

Purpose The study aims to contribute to information behaviour research by examining how attitude-based appeals are used to persuade fellow participants in online discussion about contentious issues. Design/methodology/approach The empirical findings draw on the descriptive quantitative analysis and in-depth qualitative content analysis of 1,376 posts submitted to a sample of 30 Reddit discussion threads within the period of January 2020–May 2025. It was examined how the participants of online discussion drew on attitude-based cognitive, affective and behavioural appeals while debating about the establishment of a drug consumption room (DCR) in Glasgow, Scotland. Cognitive appeals include, for example, pleading on one's personal opinion, and the provision of evidence for or against DCR. The affective appeals draw on the positive and negative emotions towards DCR and their users. Behavioural appeals are based on personal experiences about the relevance of DCR. Findings The participants mainly presented cognitive appeals while the role of affective and behavioural appeals remained marginal. The division of favourable (positive) versus unfavourable (negative) evaluations permeated appeals of diverse types. The cognitive appeals mainly drew on personal opinions, but such appeals also incorporated analytical elements when the participants weighed the expected benefits and harms of the establishment of DCRs. The affective appeals were predominantly negative, thus reflecting the contentious nature of the DCR eliciting irritation and fear, rather than empathy and hope. The paucity of behavioural appeals is due to the fact that the Glasgow's DCR has just started and that the number of people having personal experience about DCRs and their users is likely to be low even globally. Research limitations/implications As the study concentrates on the analysis of appeals presented in Reddit discussion threads focusing on a specific issue, the findings cannot be extended to concern appeals articulated in other contexts of online discussion. Originality/value The study is among the first to characterize the role of cognitive, affective and behavioural appeals in online debates about controversial issues.