Journal ArticleDOI
Heuristic versus systematic information processing and the use of source versus message cues in persuasion.
Reads0
Chats0
TLDR
This article found that high involvement leads message recipients to employ a systematic information processing strategy in which message-based cognitions mediate persuasion, whereas low involvement leads recipients to use a heuristic processing strategy, in which simple decision rules mediate persuading.Abstract:
In Experiment 1, subjects read a persuasive message from a likable or unlikable communicator who presented six or two arguments concerning one of two topics. High response involvement subjects anticipated discussing the message topic at a future experimental session, whereas low involvement subjects anticipated discussing a different topic. For high involvement subjects, opinion change was significantly greater given six arguments but was unaffected by communicator likability. For low involvement subjects, opinion change was significantly greater given a likable communicator but was unaffected by the arguments manipulation. In Experiment 2, high issue involvement subjects showed slightly greater opinion change when exposed to five arguments from an unlikable (vs. one argument from a likable) communicator, whereas low involvement subjects exhibited significantly greater persuasion in response to one argument from a likable (vs. five arguments from an unlikable) communicator. These findings support the idea that high involvement leads message recipients to employ a systematic information processing strategy in which message-based cognitions mediate persuasion, whereas low involvement leads recipients to use a heuristic processing strategy in which simple decision rules mediate persuasion. Support was also obtained for the hypothesis that content-mediated (vs. source-mediated) opinion change would shower greater persistence.read more
Citations
More filters
Book ChapterDOI
The elaboration likelihood model of persuasion
TL;DR: This chapter discusses a wide variety of variables that proved instrumental in affecting the elaboration likelihood, and thus the route to persuasion, and outlines the two basic routes to persuasion.
Journal ArticleDOI
The emotional dog and its rational tail: a social intuitionist approach to moral judgment.
TL;DR: The author gives 4 reasons for considering the hypothesis that moral reasoning does not cause moral judgment; rather, moral reasoning is usually a post hoc construction, generated after a judgment has been reached.
Journal ArticleDOI
Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement
TL;DR: This article found that manipulation of argument quality had a greater impact on attitudes under high than low involvement, but the manipulation of product endorser had a higher impact under low than high involvement.
Journal ArticleDOI
Dual-Processing Accounts of Reasoning, Judgment, and Social Cognition
TL;DR: This article reviews a diverse set of proposals for dual processing in higher cognition within largely disconnected literatures in cognitive and social psychology and suggests that while some dual-process theories are concerned with parallel competing processes involving explicit and implicit knowledge systems, others are concerns with the influence of preconscious processes that contextualize and shape deliberative reasoning and decision-making.
Book
Heuristics and Biases: The Psychology of Intuitive Judgment
TL;DR: In this article, a review is presented of the book "Heuristics and Biases: The Psychology of Intuitive Judgment, edited by Thomas Gilovich, Dale Griffin, and Daniel Kahneman".
References
More filters
Book ChapterDOI
Self-perception theory
TL;DR: Self-perception theory as discussed by the authors states that individuals come to know their own attitudes, emotions, and other internal states partially by inferring them from observations of their own overt behavior and/or the circumstances in which this behavior occurs.
Journal ArticleDOI
Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses.
Journal ArticleDOI
Attitude and Attitude Change
TL;DR: In this paper, the effects of mere thought on cognitive responses to persuasive messages are investigated. But the authors focus on three areas of special EMPHASIS: cognitive response analysis of attitude effects, role-playing and the effect of mere thinking.