Effects of caffeine on persuasion and attitude change: The role of secondary tasks in manipulating systematic message processing

Two experiments are reported that examine the effects of caffeine consumption on attitude change by using different secondary tasks to manipulate message processing. The first experiment employed an orientating task whilst the second experiment employed a distracter task. In both experiments participants consumed an orange‐juice drink that either contained caffeine (3.5 mg/kg body weight) or did not contain caffeine (placebo) prior to reading a counter‐attitudinal communication. The results across both experiments were similar. When message processing was reduced or under high distraction, there was no attitude change irrespective of caffeine consumption. However, when message processing was enhanced or under low distraction, there was greater attitude change in the caffeine vs. placebo conditions. Furthermore, attitudes formed after caffeine consumption resisted counter‐persuasion (Experiment 1) and led to indirect attitude change (Experiment 2). The extent that participants engaged in message‐congruent thinking mediated the amount of attitude change. These results provide evidence that moderate amounts of caffeine increase systematic processing of the arguments in the message resulting in greater agreement. Copyright © 2006 John Wiley & Sons, Ltd.     

Distraction,counterarguing and the internalization of attitude change

The hypothesis that distraction during a persuasive communication enhances the resulting attitude change by disrupting counterarguing was critically examined. Although previous research using Brock's postcommunication counterarguing index has shown that distraction inhibits counterarguing, the relationship was re-evaluated in the present experiments with a more direct measure of counterarguing. In these experiments, the direct measure of counterarguing was shown to increase with distraction, contradicting hypotheses that attribute the distraction effect to counterarguing disruption. Furthermore, with a wide range of distraction, Brock's measure was nonmonotonically related to distraction. Since observed attitude change is also predicted to be nonmonotonically related to distraction, Brock's index was interpreted us a correlate rather than a mediator of measured attitude change. The results suggested that distraction actually inhibits the internalization of the message and that the apparently enhancing effects of distraction are a result of the demand characteristics and/or evaluation apprehension created by the experimental task of paying attention to both a message and a distractor. The implications of the results for the theoretical role of counterarguing in mediating the internalization of persuasive communications were discussed.     

品牌熟悉对广告过程中品牌态度改变的影响

文章通过分析广告前后被试者品牌态度的变化,研究了在不同的广告态度和信息相关度条件下被试者品牌熟悉程度对品牌态度变化的影响。结果显示品牌熟悉程度对品牌态度变化的调节作用并非单向的,而是与广告态度和信息相关度交互产生作用的。当被试者不熟悉品牌且有正面的广告态度时或当被试者不熟悉品牌且信息相关度较低时广告才能产生说服效果,进而使被试者的品牌态度发生改变。     

On-line and memory-based modification of attitudes: determinants of message recall-attitude change correspondence

Experiments investigated the impact of message elaboration on attitude change-message recall correspondence when attitude change occurs in an on-line (as attitude-relevant information is received), or memory-based (on the basis of retrieved attitude-relevant information) fashion. In 2 experiments, Ss' processing goals were manipulated to increase or inhibit on-line change and message elaboration. As predicted, Ss reported postexposure attitudes more rapidly in on-line vs memory-based conditions. Decreased message elaboration increased attitude-recall correspondence, regardless of when attitude change occurred. Increased elaboration produced elaboration-attitude judgment correspondence. Results suggest that recall of message content will best predict persuasion when message content is encoded free of elaborations, regardless of when attitude change occurs.     

The Effects of Source Credibility in the Presence or Absence of Prior Attitudes: Implications for the Design of Persuasive Communication Campaigns

Most theories of persuasion predict that limited ability and motivation to think about communications should increase the impact of source credibility on persuasion. Furthermore, this effect is assumed to occur, regardless of whether or not the recipients have prior attitudes. In this study, the effects of source credibility, ability, and motivation (knowledge, message repetition, relevance) on persuasion were examined meta-analytically across both attitude formation and change conditions. Findings revealed that the Source Credibility × Ability/Motivation interaction emerged only when participants lacked prior attitudes and were unable to form a new attitude based on the message content. In such settings, the effects of source credibility decayed rapidly. The implications of these findings for applied communication campaigns are discussed.     

The effect of self-affirmation in nonthreatening persuasion domains: timing affects the process

Most research on self-affirmation and persuasion has argued that self-affirmation buffers the self against the threat posed by a persuasive message; thus, it increases the likelihood that participants will respond to the message favorably. Little research, in contrast, has looked at the effects of self-affirmation on persuasive messages that are not threatening to the self. This research examines mechanisms that can operate under these conditions. Consistent with the idea that self-affirmation affects confidence, the article shows that self-affirmation can decrease information processing when induced prior to message reception (Experiment 1) and can increase the use of self-generated thoughts in response to a persuasive message when induced after message reception (Experiment 2). In addition, Experiment 3 manipulates the timing of self-affirmation to replicate both effects and Experiment 4 provides direct evidence for the impact of self-affirmation on confidence.     

Listening to distraction: a developmental study of selective attention

One hundred eight children 8, 11, and 14 years old selected one auditory message from two (male-female voice cue). Retention of target and distracting words was tested. Fifty-four control Ss heard the target message alone. Contrary to some earlier studies, distraction hindered the target performance of younger children more than older children. In the experimental groups target retention increased linearly with age but distraction retention remained constant. Intrusions from the distracting message during the selection task decreased greatly with increasing age. These and other results were interpreted as showing that the superior selective listening performance of older children is due not to a greater ability to filter out distracting material at an early stage of processing, but in large part to an ability to inhibit intrusions from the distracting material during the selection task.     

The mere perception of elaboration creates attitude certainty: exploring the thoughtfulness heuristic

Attitude theory has long proposed a mechanism through which antecedents of message elaboration produce attitude strength consequences. However, little direct evidence exists for the intervening process. The proposed thoughtfulness heuristic holds that perceiving that more thought has taken place leads to greater attitude certainty. Two roles were established for this heuristic: first as a mediator of the impact of antecedents of elaboration on attitude certainty and second as a way to influence attitude certainty independent of actual elaboration. In Studies 1 and 2, antecedents of elaboration (need for cognition, distraction) impacted attitude certainty because they impacted the actual amount of processing, which in turn affected perceptions of the amount of processing. In Studies 3 and 4, a manipulation of perceived thought impacted certainty independent of actual thought (i.e., after thinking had already occurred). Furthermore, the thoughtfulness heuristic was shown to influence behavioral intentions, establishing perceived amount of processing as both a mediator and an independent cause of attitude strength consequences.     

Dissonance and importance: attitude change effects of personal relevance and race of the beneficiary of a counterattitudinal advocacy

The authors asked or instructed White college students to write an essay advocating a large tuition hike to increase scholarships for either students in general or Black students (yielding low or high racial symbolism, respectively) that would take effect in the near or far future (yielding high or low personal relevance, respectively). Especially when high-choice participants wrote highly compliant (i.e., unqualified) essays, attitude change was greater when the advocacy had either high (vs. low) personal relevance or high (vs. low) racial symbolism. Yet there was no attitude change when both symbolism and relevance were high. They may increase dissonance by making the dissonant elements more important and numerous. The coupling of relevance and symbolism, however, may link the attitude so strongly to personal values and self-concept that attitude change becomes untenable as a mode of dissonance reduction.     

The time for doing is not the time for change: effects of general action and inaction goals on attitude retrieval and attitude change

Implicit in many informal and formal principles of psychological change is the understudied assumption that change requires either an active approach or an inactive approach. This issue was systematically investigated by comparing the effects of general action goals and general inaction goals on attitude change. As prior attitudes facilitate preparation for an upcoming persuasive message, general action goals were hypothesized to facilitate conscious retrieval of prior attitudes and therefore hinder attitude change to a greater extent than general inaction goals. Experiment 1 demonstrated that action primes (e.g., "go," "energy") yielded faster attitude report than inaction primes (e.g., "rest," "still") among participants who were forewarned of an upcoming persuasive message. Experiment 2 showed that the faster attitude report identified in Experiment 1 was localized on attitudes toward a message topic participants were prepared to receive. Experiments 3, 4, and 5 showed that, compared with inaction primes, action primes produced less attitude change and less argument scrutiny in response to a counterattitudinal message on a previously forewarned topic. Experiment 6 confirmed that the effects of the primes on attitude change were due to differential attitude retrieval. That is, when attitude expression was induced immediately after the primes, action and inaction goals produced similar amounts of attitude change. In contrast, when no attitude expression was induced after the prime, action goals produced less attitude change than inaction goals. Finally, Experiment 7 validated the assumption that these goal effects can be reduced or reversed when the goals have already been satisfied by an intervening task.     

The Diagnosticity of Advertising Generated Brand Attitudes in Brand Choice Contexts

Advertising theory tends to presume, sometimes implicitly, that advertising mediates brand choice through its effect on brand attitudes. This article addresses the limitation of using brand attitude measures at or near the time of advertising exposure to predict the relative ability of a set of alternative advertising message appeals to directly influence brand‐choice decisions. The results suggest that the ability of advertising‐generated brand attitudes to predict advertising effects on brand choice declines when (a) consumers’ motivation to deliberate is greater at the time of brand choice than at the time of attitude formation, (b) the message appeal of the brand assigned the most favorable attitude rating is not accessible, not perceived to be at least as diagnostic as competitor appeals, or both, and (c) attitude differences among brand alternatives are small.     

The Effects of Caffeine Consumption on Direct and Indirect Majority and Minority Influence

A study is reported that examines the effect of caffeine consumption on majority and minority influence. In a double blind procedure, 72 participants consumed an orange drink, which either contained caffeine (3.5mg per kilogram of body weight) or did not (placebo). After a 40-minute delay, participants read a counter-attitudinal message (antivoluntary euthanasia) endorsed by either a numerical majority or minority. Both direct (message issue, i.e., voluntary euthanasia) and indirect (message issue-related, i.e., abortion) change was assessed by attitude scales completed before and after exposure to the message. In the placebo condition, the findings replicated the predictions of Moscovici's (1980) conversion theory; namely, majorities leading to compliance (direct influence) and minorities leading to conversion (indirect influence). When participants had consumed caffeine, majorities not only led to more direct influence than in the placebo condition but also to indirect influence. Minorities, by contrast, had no impact on either level of influence. The results suggest that moderate levels of caffeine increase systematic processing of the message but the consequences of this vary for each source. When the source is a majority there was increased indirect influence while for a minority there was decreased indirect influence. The results show the need to understand how contextual factors can affect social influence processes.     

Beyond attitude consensus: The social context of persuasion and resistance

The current research presents a new type of social context effect on attitude certainty. It is proposed that when people receive persuasive messages, they appraise their attitudes not only in terms of whether they are shared or not shared by others, but also in terms of whether they are based on similar or dissimilar assessments of the information presented. In two experiments, participants were presented with persuasive messages. In Experiment 1, they were induced to perceive that they responded favorably (persuasion) or unfavorably (resistance) to the message arguments. In Experiment 2, they were allowed to vary in their actual message responses. In both experiments, message response similarity—the degree to which people perceived that their evaluations of persuasive arguments were shared or unshared by others—moderated the classic effect of attitude similarity on attitude certainty. In particular, attitude similarity only affected attitude certainty under conditions of message response similarity. When message responses were believed to be dissimilar, attitude similarity had no effect on attitude certainty.     

Counterattitudinal Advocacy on a Matter of Prejudice: Effects of Distraction,Commitment, and Personal Importance1

White students were asked to advocate a tuition policy beneficial to Blacks at either high or low personal cost. Advocates wrote an essay while undistracted or distracted, or only committed to writing it. More attitude change occurred when the policy was personally costly (important) and advocates were undistracted. Distraction may disrupt the dominant covert cognitive response, which is normally favorable to a freely agreed‐to advocacy. This makes anti‐advocacy thoughts more likely and the advocacy seem weaker, especially when the advocacy involves conflicted racial beliefs whose contemplation under load activates negative stereotypes. Some participants wrote essays that defied their agreement to endorse the policy, and distraction enhanced their attitude change. In this case, distraction presumably disrupted an anti‐advocacy dominant cognitive response. Thought listings supported these interpretations. Finally, commitment alone led to attitude change. Coun‐terattitudinal advocacy fosters attitude change in prejudice‐relevant domains if conditions support advocacy‐favorable thoughts during advocacy.     

ROLE ENACTMENT AS A SOCIALLY RELEVANT EXPLANATION OF SELF-PERSUASION

This paper reports four tests of Berger's role enactment model of persuasion. The model is addressed to generalizing counter attitudinal communication to social situations when persons find themselves encoding belief-discrepant messages. This encoding takes the form of role enactments which lead to attitude change. Crucial to predicting from the model are variables identifying the communicator's self-perceived role enactment competence (SPREC), post performance evaluation (PPE), information, and role involvement. Studies 1 and 2 found no support for predictions concerning the predictive utility of information but did point to the importance of SPREC and PPE in assessing post enactment attitude. Study 3 tested a re-conceptualization of Berger's model and confirmed a multivariate relationship among SPREC, PPE, message intensity, and attitude change. In Study 4 ego involvement was conceptually linked to role involvement, and results confirmed the SPREC, PPE, involvement, message intensity, and attitude change relationship.     

Interattitude Structure and Attitude Dynamics

Theories of attitude change have failed to identify the architecture of interattitudinal structures and relate it to attitude change. This article examines two models (a hierarchical and a spatial–linkage model) of interattitudinal structure that explicitly posit consequences for attitude change. An experiment (N= 391) was conducted that manipulated type of hierarchy (explicit versus implicit), whether the hierarchy was primed or not, and the location in the hierarchy to which a message was directed. Whereas the hierarchical model predicts only top–down influence of attitudes on each other, a spatial–linkage model predicts that linked attitudes may influence each other regardless of hierarchical position. The results support the spatial–linkage model in that interattitudinal change is constrained less by a concept's relative position in a hierarchical structure than by the concept's association with other concepts in that structure. Furthermore, within these interattitudinal structures, concepts directly targeted by a persuasive message often exhibit less attitude change than related concepts to which the focal concept appears to be linked. Finally, an explicit hierarchy of concepts appears to facilitate interattitudinal influence much more than an implicit hierarchy of concepts does; the key to this facilitation seems to be the mental accessibility of the organizational structure.     

Intentions to use hormonal male contraception: The role of message framing,attitudes and stress appraisals

Two studies are reported. Study one (N = 104) explored the extent to which male hormonal contraception is perceived as risky compared to other prevention behaviours. Study two examined the effects of message framing on intentions to use hormonal male contraception and investigated whether attitude moderates message framing effects. Three hundred and four participants read either a loss frame or gain frame message and then completed questionnaires assessing their intentions to use hormonal male contraception, stress appraisals and the theory of planned behaviour (TPB) variables. Exposure to a loss frame influenced intention to use the daily male pill in men with a more postive attitude. This suggests that attitude, but not other TPB variables or stress appraisals have the capacity to moderate framing effects. Stress appraisals, in addition to TPB variables, significantly predicted variance in behavioural intentions in men and women. These findings are discussed within the context of Prospect Theory, perceived risk and prevention/detection behaviours.     

Caffeine, Cognition, and Persuasion: Evidence for Caffeine Increasing the Systematic Processing of Persuasive Messages

Caffeine is known to increase arousal, attention, and information processing–all factors implicated in facilitating persuasion. In a standard attitude-change paradigm, participants consumed an orange-juice drink that either contained caffeine (3.5 mg/kg body weight) or did not (placebo) prior to reading a counterattitudinal communication (anti-voluntary euthanasia). Participants then completed a thought-listing task and a number of attitude scales. The first experiment showed that those who consumed caffeine showed greater agreement with the communication (direct attitude: voluntary euthanasia) and on an issue related to, but not contained in, the communication (indirect attitude: abortion). The order in which direct and indirect attitudes were measured did not affect the results. A second experiment manipulated the quality of the arguments in the message (strong vs. weak) to determine whether systematic processing had occurred. There was evidence that systematic processing occurred in both drink conditions, but was greater for those who had consumed caffeine. In both experiments, the amount of message-congruent thinking mediated persuasion. These results show that caffeine can increase the extent to which people systematically process and arc influenced by a persuasive communication.     

Compensatory Effects of Cognitive Characteristics of the Source,the Message,and the Receiver Upon Attitude Change

This study explored the interactive effects of four cognitive variables (perceived expertise of the source, recipients' initial attitudes, number of arguments, and message sidedness) on attitude change. A 2 × 2 × 2 factorial design was used (N = 236 Canadian students): Results showed a positive and significant main effect of initial attitude on attitude change and three significant compensatory effects of independent variables on attitude change: (a) two-sided messages were more persuasive with fewer arguments; conversely for one-sided messages; (b) high expertise compensated for low number of arguments and conversely; and (c) higher expertise was more persuasive in the case of unfavorable recipients and conversely. Results also showed that when the message was one-sided and the number of arguments was large, low expertise was more persuasive than high expertise on initially opposed recipients, which confirms the cognitive response.     

The effect of strength of cognitive linkages on attitude change in a communication situation

Implicitly or explicitly, linkage is a basic concept in all theories of cognitive consistency — consistency or inconsistency can exist only with reference to entities which are cognitively linked through association or dissociation. The nature of cognitive linkages has not been systematically studied, but it seems evident that they may vary in many ways. One is the strength or intensity of perceived relationship between cognitive entities. The basic hypothesis in the present two experiments was that the effect of a communication in terms of attitude change would depend on the strength of linkage between concepts mentioned in the message. Results show no such effect when strength was manipulated through combination of linkages, whereas the hypothesis was confirmed when linkage strength was varied semantically. Also, previous studies on direct and mediated generalization of attitude change towards consistency were successfully replicated. Finally, it was found that amount of attitude change towards consistency was significantly higher for linkages involving affect (L-relations) than for linkages simply expressing unit formation (U-relations).