Cognitive and affective matching effects in persuasion: an amplification perspective

Past research suggests that cognitive and affective attitudes are more open to change toward cognitive and affective (i.e., matched) persuasive attacks, respectively. The present research investigates how attitude certainty influences this openness. Although an extensive literature suggests that certainty generally reduces an attitude's openness to change, the authors explore the possibility that certainty might increase an attitude's openness to change in the context of affective or cognitive appeals. Based on the recently proposed amplification hypothesis, the authors posit that high (vs. low) attitude certainty will boost the resistance of attitudes to mismatched attacks (e.g., affective attitudes attacked by cognitive messages) but boost the openness of attitudes to matched attacks (e.g., affective attitudes attacked by affective messages). Two experiments provide support for this hypothesis. Implications for increasing the openness of attitudes to both matched and mismatched attacks are discussed.     

The effects of message quality and congruency on perceptions of tailored health communications

Recent research has documented the effectiveness of tailoring health behavior change messages to characteristics of the recipients, but little is known about the processes underlying these effects. Drawing from the elaboration likelihood model (Petty & Cacioppo, 1986), we examined the role of message scrutiny in moderating the congruency effect (Mann, Sherman, & Updegraff, 2004). One hundred and thirty-six undergraduate participants read either a strong or weak message promoting regular dental flossing with a frame (gain vs. loss) that either matched or mismatched their motivational orientation (approach vs. avoidance). Results showed that participants were sensitive to argument quality in the matched but not mismatched conditions. Further, argument quality moderated the effect of congruency on participants’ attitudes and perceived norms regarding flossing, as well as their subsequent self-reported flossing behavior. Results suggest that increased message scrutiny underlies message tailoring effects.     

Matching Messages to Motives in Persuasion: A Functional Approach to Promoting Volunteerism1

This study examined a functional strategy for investigating audience responses to motivationally-based persuasive appeals. It was predicted that people exposed to advertisements informing them how they could satisfy personally relevant motivations through volunteering (i.e., functionally matched messages) would judge these ads to be more persuasive, more emotionally positive, and would report being more likely to volunteer than people exposed to advertisements unrelated to their personally relevant motivations (i.e., functionally mismatched messages). These predictions were confirmed in an experiment wherein participants whose attitudes toward volunteerism served a Social Adjustive, Value Expressive, Utilitarian, Knowledge, or Ego Defensive function viewed advertisements promoting volunteerism that either matched or mismatched their personally relevant motivations. Results confirmed predictions as participants responded more favorably to the functionally matched than mismatched messages. The implications of this research for understanding the mechanisms by which functionally matched messages exert persuasive influence and the ramifications of the research for the practice of volunteerism are discussed.     

Making Attributions for Behaviors: The Prevalence of Correspondence Bias in the General Population

Previous research on the question of whether matching message content to the functional basis of people's attitudes may lead to biased message processing has been inconclusive. In particular, existing evidence is open to reinterpretation such that matched strong arguments led to more attitudinal agreement because they were scrutinized more effortfully than mismatched strong arguments. The present study was conducted to examine the hypothesis that matching the message to attitude functions may lead to biased processing only given an ambiguous (vs. an unambiguous strong or weak) message. High and low self-monitors were presented with a matched message (i.e., a quality appeal for low self-monitors and an image appeal for high self-monitors) or a mismatched message (opposite combinations). The message content was strong, weak, or ambiguous. As predicted, only given an ambiguous message did biased processing lead to more agreement when the appeal matched (versus mismatched) attitude functions. In contrast, a strong message led to more agreement than a weak message regardless of functional matching (unbiased processing).     

Is it a letter? Is it a number? Processing of numbers within SMS shortcuts

For efficiency reasons, words in electronic messages are sometimes formed by combining letters with numbers, as in gr8 for “great.” The aim of this study was to investigate whether a digit incorporated into a letter-digit shortcut would retain its numerosity. A priming paradigm was used with letter-digit shortcuts (e.g., gr8) and matched pseudoshortcuts (e.g., qr8) as primes. The primes were presented simultaneously with sets of dots (targets) for which even/odd decisions were required, or they appeared 250 msec before target onset. When pseudoshortcuts were presented, decision latencies were shorter when the target and the digit in the prime were matched in parity than when they were mismatched. This main effect of match was not significant for shortcuts. The results suggest that the number concepts of digits combined with letters become activated but are quickly suppressed or deactivated when the digit is part of an existing shortcut.     

Effects of construal level and need for cognition on consumers' responses to temporally framed benefits

Applying construal level (CL) theory as a theoretical framework, this study examined the conditions under which temporally framed messages are effective. A 2(temporal framing: near‐future vs. distant‐future rewards) × 2(CL: high vs. low) × 2(need for cognition: high vs. low) between‐subjects design was employed. Data from two online experiments showed that consumers generated more favorable responses to the ad when the temporal distance matched consumer CL. Low‐construal consumers, either chronic or primed, were found to prefer product information framed with near‐future rewards. This CL temporal match effect appeared for consumers high in need for cognition only. Further, the matched message enhanced consumers' perception of message quality and this perceived message quality mediated the effect of the CL temporal match on consumer responses to the ad. Theoretical and managerial implications were discussed.     

Text messaging, personality, and the social context

The purpose of this research was to undertake some analyses of how the language used in text messaging varies as a function of personality traits and the interpersonal context. After completing personality questionnaires, participants provided their most recent text messages and indicated their relationship with the message recipient on several dimensions. Correlations between Linguistic Inquiry and Word Count (LIWC) categories and personality traits and relationship status were examined. There were significant correlations between certain LIWC categories and extraversion (e.g., personal pronouns), neuroticism (e.g., negative emotion words) and agreeableness (e.g., positive emotion words), suggesting that personality traits are displayed in how one texts. One of the defining features of texting - linguistic alterations (e.g., abbreviations) - varied as a function of both personality traits and relationship status. Overall, the results provide a snapshot of what text messages look like, and how they reflect the texter’s personality and the interpersonal context.     

Reducing prejudice through priming of control-related words

We investigated the effect of incidentally presented constructs that imply self-control on activated stereotypes associated with immigrants. To activate immigrant stereotypes, participants responded to a scale that measures people's prejudice toward immigrants. They were then primed, using scrambled sentences, with words that were related to self-control (e.g., control, restrain, self-regulate) or with neutral words. After the priming task, participants evaluated an ambiguous behavior of a target person. On the basis of three experiments, the results showed that participants primed with the control-related words rated the target behavior more positively than those primed with neutral words. The results are discussed in relation to previous research on self-control, automatic influence of activated constructs, and prejudice reduction.     

Accessibility as input: The use of construct accessibility as information to guide behavior

Priming typically increases behavioral enactments of primed constructs. The current work explored a novel mechanism for the behavioral effects of priming, termed the “accessibility as input” account. In two experiments, participants were nonconsciously primed and then completed anagrams until they judged themselves to have reached a particular state. Two different states, or stop rules, were specified, and were matched to the primed constructs such that the combination either implied that the state had been met (e.g., “slow” prime and “tired” stop rule) or had not been met (e.g., “fast” prime and “tired” stop rule). The priming and stop rule manipulations interacted to determine persistence on the anagram task. The results demonstrate that the heightened accessibility resulting from priming can be used as information about one’s current state in relation to situational requirements and, hence, can produce varying, contextually-dependent behavior.     

Cognitive Processing and the Functional Matching Effect in Persuasion: The Mediating Role of Subjective Perceptions of Message Quality

In two experiments, we examined the hypothesis that subjective perceptions of message quality mediate the functional matching effect in persuasion. In Experiment 1, participants whose attitudes and behaviors serve primarily a value-expressive function (i.e., low self-monitors) or a social-adjustive function (i.e., high self-monitors) were exposed to persuasive messages that contained value-expressive, social-adjustive, or both types of arguments in favor of voting. Functionally-relevant messages (i.e., the social-adjustive message for high self-monitors and the value-expressive message for low self-monitors) produced enhanced perceptions of message quality and persuasiveness, more positive attitudes, and more message-related behavior than functionally nonrelevant messages. Functionally mixed messages were generally more effective than messages containing only functionally nonrelevant arguments, but less effective than messages containing only functionally relevant arguments. Path analyses indicated that the influence of functional relevance on attitudes and behavior was significantly mediated by subjective perceptions of the quality of the message. In Experiment 2, we exposed participants to a functionally relevant or nonrelevant voting appeal five days before a presidential election. Results replicated those of Experiment 1; functionally relevant messages produced more favorable attitudes, and this effect was mediated by enhanced perceptions of message quality. Finally, postmessage attitudes exerted a significant influence on whether participants voted in the election, and this effect was mediated by voting intentions. Discussion focuses on the subjective nature of message evaluation and on the cognitive processes underlying the functional matching effect in persuasion.     

Where to seat the applicant? How spatial distance influences the effect of self‐promotion on interviewer evaluations

In high‐stakes contexts such as job interviews, people seek to be evaluated favorably by others and they attempt to accomplish such favorable judgments particularly through self‐promotional behaviors. We sought to examine the persuasiveness of job candidates’ self‐promotion by examining job applicants’ subjective hireability from the perspective of construal‐level theory. Construal‐level theory states that perceptions occur from different levels of psychological distance (i.e., distal vs. proximal). This distance is created by other dimensions of distance (e.g., spatial or social distance) and affects how individuals construe incoming information. From a large distance, people more readily process abstract information, whereas from a close distance, people more readily process concrete information. Specifically, construal compatibility occurs when abstract versus concrete features of a stimulus match the psychological distance experienced by message‐recipients. Construal compatibility (vs. incompatibility) makes evaluations (e.g., of messages) more favorable. To apply this principle to self‐promotion, we created self‐promotional videos of a job interview, in which the applicant sat either far away from or close to the hiring manager (manipulating psychological distance); the applicant, then, used either direct or indirect self‐promotion (manipulating message construal level). The results showed participants reported stronger intention to hire the applicant when distance matched (vs. did not match) the type of self‐promotion the applicant used.     

Matching the message source to attitude functions: Implications for biased processing

A study was conducted to examine the hypothesis that matching (vs. mismatching) the source of a persuasive message to the functional basis of recipients’ attitudes may lead to positively biased processing. Under conditions conducive to effortful processing, high and low self-monitors were presented with a persuasive message ascribed to a source that either matched or mismatched the functional basis of their attitudes (i.e., an expert source for low self-monitors and an attractive source for high self-monitors). The message content was either unambiguous strong, unambiguous weak, or ambiguous. As predicted, given an ambiguous message biased processing led to more agreement when the source matched (vs. mismatched) attitude functions. In contrast, an unambiguous strong message led to more agreement than an unambiguous weak message regardless of source matching (unbiased processing). Results are discussed with respect to the role of the activation and use of heuristics in biased processing.     

A Towel Less: Social Norms Enhance Pro-Environmental Behavior in Hotels

Previous research has shown that normative appeals to engage in environmentally friendly behavior were most effective when they were accompanied by a provincial norm (e.g., when norms matched individuals’ immediate situational circumstances). Analyzing hotel guests’ towel-use during their stay, the current study tests whether messages employing provincial norms were more effective in reducing towel-use than standard environmental messages. In line with previous findings, guests of two hotels used significantly fewer towels when provincial normative appeals—rather than standard environmental messages—were communicated. These findings corroborate to the body of research demonstrating the power of social norms on environmental behavior.     

Behavioral Complexity Is in the Eye of the Beholder Effects of Cognitive Complexity and Message Complexity on Impressions of the Source of Comforting Messages

Recent theorizing suggests that exposure to sophisticated or behaviorally complex messages (i.e., messages that reflect a concern with multiple goals) may enhance the cognitiue development of message recipients. Reasoning that persons attempt to accommodate their cognitive structuring of an environment to the level of complexity in that environment, it was hypothesized that persons exposed to behaviorally complex messages would form more differentiated impressions of the message source than would persons exposed to less complex messages. It was also hypothesized that persons with complex systems of interpersonal constructs would form more differentiated impressions of the message source. Further, because persons with complex systems of interpersonal constructs should better appreciate the richness of behaviorally complex messages, it was hypothesized that message complexity would exert the strongest effect on impression differentiation for those with high levels of cognitive complexity. Participants in the study (410 college students) read a conversation containing comforting messages representing one of three levels of behavioral complexity; they subsequently wrote impressions of the source of these messages and these impressions were scored for the number of attributes they contained. Interpersonal cognitive complexity was assessed with Crockett's (1965) Role Category Questionnaire. Consistent with hypotheses, main effects for behavioral complexity and cognitive complexity were observed on impression differentiation; in addition, the anticipated interaction between message complexity and cognitive complexity was observed.     

Message sidedness in advertising: the moderating roles of need for cognition and time pressure in persuasion

Persuasion has been extensively researched for decades. Much of this research has focused on different message tactics and their effects on persuasion (e.g., Chang & Chou, 2008; Lafferty, 1999). This research aims to assess whether the persuasion of a specific type of message is influenced by need for cognition (NFC) and time pressure. The 336 undergraduates participated in a 2 (message sidedness: one-sided/two-sided) × 3 (time pressure: low/moderate/high) between-subjects design. Results indicate that two-sided messages tend to elicit more favorable ad attitudes than one-sided messages. As compared with low-NFC individuals, high-NFC individuals are likely to express more favorable ad attitudes, brand attitudes and purchase intention. Moderate time pressure tends to lead to more favorable ad attitudes than low time pressure and high time pressure. In addition, moderate time pressure is likely to elicit more favorable brand attitudes and purchase intentions than high time pressure, but does not elicit more favorable brand attitudes and purchase intentions than low time pressure. Furthermore, when high-NFC individuals are under low or moderate time pressure, two-sided messages are more persuasive than one-sided messages; however, message sidedness does not differentially affect the persuasion when high-NFC individuals are pressed for time. In contrast, one-sided messages are more persuasive than two-sided messages when low-NFC individuals are under low or high time pressure, and two-sided messages are more persuasive than one-sided messages when low-NFC individuals are under moderate time pressure.     

Experiences that motivate moral development: The role of cognitive dissonance

It has been found in previous research concerning Kohlberg's stages of moral development that engagement in a “real-life” moral dilemma sometimes leads to an advance in an individual's level of moral thought. It is argued in this study that such moral growth is often motivated by the need to reduce cognitive dissonance, which, it is suggested, frequently accompanies choice and commitment in moral contexts. Subjects in the present study delivered counterattitudinal messages that contained arguments that were either 1 stage higher or 1 stage lower than their characteristic level of moral reasoning. Half of the subjects freely chose to deliver these messages, and half did not. Afterwards, subjects' attitudes toward the issues discussed in their messages and their tendency to conceptualize moral issues in terms of the higher or lower levels of reasoning contained in their messages were assessed. The subjects who (a) had freely chosen to deliver the message, and (b) had delivered the message containing higher level arguments used significantly more advanced moral reasoning after their counterattitudinal advocacy than they had before it. These subjects showed greater change in their attitudes regarding the topic discussed in their message than other subject groups. These results suggest that moral behavior will be likely to promote moral growth (a) if it occurs under circumstances that promote cognitive dissonance (e.g., free choice) and (b) if advanced moral ideas are made salient during the dissonance reduction process.     

Self-guide framing and persuasion: responsibly increasing message processing to ideal levels

The current research examines the effect that framing persuasive messages in terms of self-guides (ideal vs. ought) has on the attitudes and cognitive responses of individuals with chronic ideal versus ought self-guides. The strength of participants' ideal and ought self-guides and the magnitude of participants' ideal and ought self-discrepancies were measured using a computerized reaction time program. One week later, participants read a persuasive message about a fictional breakfast product, framed in terms of either ideals or oughts. Matching framing to stronger self-guide led to enhanced message processing activity, especially among individuals who were low in need for cognition. Individuals who read messages framed to match their stronger self-guides paid more attention to argument quality, as reflected in their attitudes and cognitive responses. Messages with self-guide framing that matched individuals' stronger self-discrepancies did not have this effect on processing.     

When communications collide with recipients' actions: effects of post-message behavior on intentions to follow the message recommendation

Two experiments investigated the processes through which post-message behavior (e.g., noncompliance) influences resistance to the message. Participants in Experiment 1 read preventive, consumer-education messages that either opposed the consumption of an alcohol-like product or recommended moderation. Half of the participants then tried the product, whereas the remaining participants performed a filler task. In the absence of trial, the two messages had the same effect. However, recipients of the abstinence-promoting preventive message who tried the product had stronger intentions to use the product in the future than recipients of the moderation message. This finding suggests that assessments of message impact may be inadequate unless an opportunity for trial is also provided. Results are interpreted in terms of self-perception and cognitive dissonance and contrasted from psychological reactance.     

Lexical competition in phonological priming: Assessing the role of phonological match and mismatch lengths between primes and targets

In five experiments, we examined lexical competition effects using the phonological priming paradigm in a shadowing task. Experiments 1A and 1B replicate and extend Slowiaczek and Hamburger's (1992) observation that inhibitory effects occur when the prime and the target share the first three phonemes (e.g., /bRiz/-/bRik/) but not when they share the first two phonemes (e.g., /bRepsilonz/-/bRik/). This observation suggests that lexical competition depends on the length of the phonological match between the prime and the target. However, Experiment 2 revealed that an overlap of two phonemes is sufficient to cause an inhibitory effect provided that the primes mismatched the targets only on the last phoneme (e.g., /b[symbol: see text]l/-/b[symbol: see text]t/). Conversely, with a three-phoneme overlap, no inhibition was observed in Experiment 3 when the primes mismatched the targets on the last two phonemes (e.g., /bagepsilont/-/baga3/). In Experiment 4, an inhibitory effect was again observed when the primes mismatched the targets on the last phoneme but not when they mismatched the targets on the last two phonemes when the time between the offset of overlapping segments in the primes and the onset of overlapping segments in the targets was controlled for. The data thus indicate that what essentially determines prime-target competition effects in word-form priming is the number of mismatching phonemes.