COGNITIVE TUNING AND DIFFERENTIATION OF ARGUMENTS IN COMMUNICATION

In an experiment examining the effects of cognitive tuning and attitudinal position upon individuals’ cognitive differentiation in generating arguments supporting and opposing an attitude issue, 162 undergraduate students were “tuned” either as potential sources (transmission tuning) or potential receivers (reception tuning) of a persuasive communication on one of two issues. They then prepared two lists of arguments, one positive and one negative for one of the attitude issues, after which they completed an attitude measure in both issues. As predicted, the subjects made salient and reported significantly more arguments consistent with than inconsistent with their attitudes toward the issues. More importantly, those persons prepared to function as communication sources generated significantly more arguments consistent with and fewer arguments inconsistent with their attitudes than did subjects expecting to receive persuasive communications on the issues.