The Role of Overt Head Movement in the Formation of Affect

Reasoning that nodding head movements up and down serve a mnemesic function of positive thoughts and feelings and shaking head movements from side to side serve a mnemesic function of negative thoughts and feelings, this study determined that nodding head movements resulted in the establishment of increased preference for a neutral object, whereas shaking head movements lead a decline in preference for the neutral object. The findings suggest that overt head movement is instrumental in the formation of preference and focuses attention on the importance of the somatic component of attitude.     

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.     

Doubting one’s doubt: A formula for confidence?

People feel, think, and act differently when doubt rather than confidence is accessible. A traditional perspective on the accessibility of doubt holds that multiple sources of doubt activation should lead to increased levels of uncertainty. In contrast, we find that under some conditions two sequential sources of doubt activation result in decreased levels of uncertainty. We suggest that this follows from a meta-cognitive process in which people come to “doubt their doubt.” In Study 1, individuals with chronically accessible uncertainty who were further exposed to an uncertainty manipulation paradoxically reported reduced uncertainty. In Study 2, participants were first primed with doubt or certainty and then exposed to a manipulation associated with either confidence (i.e., head nodding) or doubt (head shaking). Supporting the idea that people can either trust or doubt their own doubts, head nodding (vs. shaking) accentuated (vs. attenuated) the impact of the initial doubt vs. certainty manipulation. These findings advance the literature on meta-cognition, self-doubt, and embodiment, and may have clinical applications.     

Mood effects on attitude judgments: independent effects of mood before and after message elaboration.

This study investigated the independent effects of induced mood on the encoding of persuasive messages and on the assessment of attitude judgments. In Experiment 1, positive or negative mood was induced either before the encoding of a counterattitudinal message or before the assessment of attitude judgments. When mood was induced before message presentation, Ss in a bad mood were more persuaded by strong than by weak arguments, whereas Ss in a good mood were equally persuaded by strong and by weak arguments. When Ss encoded the message in a neutral mood, however, the advantage of strong over weak arguments was more pronounced when Ss were in a good rather than in a bad mood at the time of attitude assessment. In Experiment 2, Ss exposed to a counterattitudinal message composed of either strong or weak arguments formed either a global evaluation or a detailed representation of the message. Positive, negative, or neutral mood was then induced. Ss in a good mood were most likely and Ss in a negative mood least likely to base their reported attitudes on global evaluations.     

Overt head movements moderate the effect of depressive symptoms on mood regulation

A dysfunction in the regulation of negative mood states is one of the core symptoms of depression. Research has found that levels of depression are associated with the intensity of the mood-regulation deficit. The present study aimed to explore the role the body plays in mood-regulation processes. More specifically, we studied whether head movements can influence mood persistence in dysphoric states. Subsequent to a sad-mood induction, participants were presented with a set of positive pictures immediately after performing either vertical (i.e., nodding) or lateral (i.e., shaking) head movements. We considered changes in mood from before to after the experimental task as an index of the effectiveness of mood regulation. As expected, the results showed that higher initial levels of depressive symptoms were associated with greater persistence of sad mood. More importantly, this association was present in participants who shook their heads, but not in those who nodded. These results show that body movements can contribute to mood-regulation processes, thus expanding our knowledge of the psychopathology of mood disorders.     

The role of overt head movement and attention in persuasion

This study examined the effect of overt head movement on attitudes toward a product. In a headphones test, participants were required to listen to music and to either nod or shake their heads. Some participants listened to a CD of music; other participants listened to a CD of the same music and a persuasive message about the headphones. Overt head movement affected participants' product choice and price perception when they were presented with the music and a persuasive message. The findings are interpreted to suggest that head movement can be instrumental in participants' product evaluation if the head movement is directed or focused on the attitude object.     

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.     

Are we puppets on a string? The contextual meaning of unconscious expressive cues

In three studies, the authors show that unconscious expressive cues can lead to opposite evaluations, depending on the context in which they occur. In Study 1, brow (vs. cheek) tension reduced preferences in an easy judgment context but increased preferences in a difficult context. In Study 2, head shaking (vs. nodding) either increased or decreased prosocial affect depending on the context in which the judged character was presented. In Study 3, a subliminal smile (vs. frown) led to higher self-ratings of performance when paired with one's own actions but to lower self-ratings of performance when paired with a competitor's actions. Together, these results suggest that the meaning of unconscious expressive cues is not fixed.     

Regulatory fit and persuasion: transfer from "Feeling Right."

The authors propose that when a message recipient "feels right" from regulatory fit (E. T. Higgins, 2000), this subjective experience transfers to the persuasion context and serves as information for relevant evaluations, including perceived message persuasiveness and opinions of the topic. Fit was induced either by strategic framing of message arguments in a way that fit/did not fit with the recipient's regulatory state or by a source unrelated to the message itself. Across 4 studies, regulatory fit enhanced perceived persuasiveness and opinion ratings. These effects were eliminated when the correct source of feeling right was made salient before message exposure, supporting the misattribution account. These effects reversed when message-related thoughts were negative, supporting the claim that fit provides information about the "rightness" of one's (positive or negative) evaluations.     

How Body Feedback Influences Consumers’ Evaluation of Products

Two experiments explored the effect of unobtrusively induced expressions of approach and avoidance on consumers’ evaluation of well‐known products. In Study 1, valenced objects were presented moving horizontally or vertically on a screen, thereby inducing either head shaking or head nodding. Objects were also presented without movement. Induced nodding led to more favorable evaluations of positively valenced products but did not affect the evaluation of negatively valenced ones. Similarly, head shaking led to more unfavorable evaluations of negatively valenced products but did not affect the evaluation of positive ones. In Study 2, participants evaluated positively valenced products more favorably when they flexed their arms while making the evaluation and evaluated negatively valenced products more unfavorably when they extended their arms during evaluation. However, arm flexion had no effect on evaluations of negative products, and arm extensions had no effect on evaluations of positive ones. Participants’ willingness to buy the products followed a similar pattern. The theoretical implications and the applications of these body feedback effects are discussed.     

Systematic and heuristic processing of majority and minority-endorsed messages: the effects of varying outcome relevance and levels of orientation on attitude and message processing

Two experiments investigated the conditions under which majority and minority sources instigate systematic processing of their messages. Both experiments crossed source status (majority vs. minority) with message quality (strong vs. weak arguments). In each experiment, message elaboration was manipulated by varying either motivational (outcome relevance, Experiment 1) or cognitive (orientating tasks, Experiment 2) factors. The results showed that when either motivational or cognitive factors encouraged low message elaboration, there was heuristic acceptance of the majority position without detailed message processing. When the level of message elaboration was intermediate, there was message processing only for the minority source. Finally, when message elaboration was high, there was message processing for both source conditions. These results show that majority and minority influence is sensitive to motivational and cognitive factors that constrain or enhance message elaboration and that both sources can lead to systematic processing under specific circumstances.     

The Effects of Argument Quality and Involvement Type on Attitude Formation and Attitude Change: A Test of Dual‐Process and Social Judgment Predictions

Involvement has long been theoretically specified as a crucial factor determining the persuasive impact of messages. In social judgment theory, ego‐involvement makes people more resistant to persuasion, whereas in dual‐process models, high‐involvement people are susceptible to persuasion when argument quality is high. It is argued that these disparate predictions might be reconciled by either different involvement types (i.e., value relevant vs. outcome relevant) or different attitude modification processes (i.e., attitude change vs. attitude formation). An experiment (N = 684) varying topic, position advocated, outcome relevance, and argument quality tested these moderators. The data were consistent with existence of two different types of involvement, but none of the theoretical predictions were consistent with the data. Instead, a main effect for argument quality had the largest impact on attitude change. Regardless of value‐relevant involvement, outcome‐relevant involvement, and attitude modification process, participants were more persuaded by high‐ rather than low‐quality arguments, with boomerang effects observed for low‐quality arguments. These findings highlight the importance of sound message design in persuasion.     

The role of dynamic information in the recognition of unfamiliar faces

The effects of movement on unfamiliar face recognition were investigated. In an incidental learning task, faces were studied either as computer-animated (moving) displays or as a series of static images, with identical numbers of frames shown for each. The movements were either nonrigid transformations (changes in expression) or rigid rotations in depth (nodding or shaking). At test, participants saw either single, static images or moving sequences. Only one experiment showed a significant effect of study type, in favor of static instances. There was no additional advantage from studying faces in motion in these experiments, in which both study types showed the same amounts of information. Recognition memory was relatively unaffected by changes in expression between study and test. Effects of viewpoint change were large when expressive transformations had been studied but much smaller when rigid rotations in depth had been studied. The series of experiments did reveal a slight advantage for testing memory with moving compared with static faces, consistent with recent findings using familiar faces. Future work will need to examine whether such effects may also be due to the additional information provided by an animated sequence.     

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.     

Novel argumentation and attitude change: The case of polarization following group discussion

This study is concerned with attitude polarization as a function of two properties of a persuasive message: (a) its validity or acceptability and (b) its novelty. The latter is defined as the extent to which the message contains new arguments unlikely to have been already considered by the individual. Acceptability is assumed to be a necessary condition for inducing attitude change; the impact of novelty, therefore, was expected to be most pronounced for arguments of high validity. This hypothesis was tested in two related studies using arguments produced in response to choice dilemma items, widely used in research on polarization. First, it was shown that arguments rated as both valid and novel were perceived as more persuasive than arguments rated either as highly valid but obvious (non-novel) or as low in validity (non-valid) but novel. Second, when subjects read samples of valid arguments, their attitudes polarized in the direction advocated by the novel arguments rather than by the non-novel ones. These findings are considered relevant to the polarization of attitudes in groups. Other research demonstrates that this phenomenon is the result of persuasive arguments raised during group discussion, The present study suggests why such arguments may be persuasive.     

Morningness–eveningness orientation and attitude change: Evidence for greater systematic processing and attitude change at optimal time-of-day

This study examines the relationship between morningness–eveningness orientation and time-of day on attitude change, and tests the hypothesis that people will be more persuaded when tested at their optimal time-of-day (i.e., morning for M-types and evening for E-types) than non-optimal time-of-day (i.e., evening for M-Types and morning for E-types). Two hundred and twenty participants read a message that contained either strong vs. weak quality counter-attitudinal arguments (anti-voluntary euthanasia) in the morning (9.00 a.m.) or in the evening (7.00 p.m.). When tested at their respective optimal time-of-day (for both M- and E-types) there was a reliable difference in attitude change between the strong vs. weak messages (indicating message processing had occurred) while there was no difference between strong vs. weak messages when tested at their non-optimal time-of-day. In addition, the amount of message-congruent thinking mediated the attitude change. The results show that M- and E-types pay greater attention to and elaborate on a persuasive message at their optimal time-of-day, and this leads to increased attitude change, compared to those tested at their non-optimal time-of-day.     

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).     

The effects of learned helplessness on the processing of a persuasive message

The current study examines the effects of exposure to unsolvable problems on the processing of a persuasive message. Participants exposed to either unsolvable failure or no-feedback tasks were presented with one of four versions of an advertisement about a hair shampoo and rated their attitude towards this product. Two aspects of the message were manipulated: the quality of arguments (strong, weak) and the attractiveness of the communicator (attractive, non-attractive). In addition, participants rated their anxiety and the frequency of off-task thoughts during the experiment. Attitude towards the target product of participants in the failure condition was less affected by the argument’s quality and more influenced by communicator attractiveness than the attitude of participants in the no-feedback condition. Participants exposed to failures reported more anxiety and task-related worries than those exposed to no-feedback, and these ratings were found to mediate the effects of failure on the processing of a persuasive message. Results were discussed in terms of Learned Helplessness theories and the Elaboration Likelihood Model.     

Decoding effects of cognitive complexity,tolerance of ambiguity,and verbal–nonverbal inconsistency1

The effects of inconsistency between the verbal and nonverbal components of a message were investigated. Subjects were 72 females who rated the attitudes of encoding confederates who communicated either consistent or inconsistent messages. Verbal and nonverbal components were varied as either positive or negative and each of the four possible combinations served as an experimental condition. The nonverbal cues of amount of eye contact, postural orientation, forward–backward lean, and head nodding were found to influence the judgment of the total message. Verbal and nonverbal components were found to have interactive rather than additive effects. Inconsistent nonverbal cues had a stronger effect when accompanying a positive verbal message than when accompanying a negative verbal component. The effects of decoders' levels of cognitive complexity and tolerance of ambiguity were also assessed. Evidence suggests that both complexity and ambiguity tolerance have effects on the utilization of inconsistent nonverbal cues. Low complexity/low tolerance subjects were less influenced by nonverbal cues in the positive verbal–negative nonverbal condition. These subjects were also found to differentiate less between supplied rating dimensions than other groups.     

The effects of learned helplessness on the processing of a persuasive message

The current study examines the effects of exposure to unsolvable problems on the processing of a persuasive message. Participants exposed to either unsolvable failure or no-feedback tasks were presented with one of four versions of an advertisement about a hair shampoo and rated their attitude towards this product. Two aspects of the message were manipulated: the quality of arguments (strong, weak) and the attractiveness of the communicator (attractive, non-attractive). In addition, participants rated their anxiety and the frequency of off-task thoughts during the experiment. Attitude towards the target product of participants in the failure condition was less affected by the argument’s quality and more influenced by communicator attractiveness than the attitude of participants in the no-feedback condition. Participants exposed to failures reported more anxiety and task-related worries than those exposed to no-feedback, and these ratings were found to mediate the effects of failure on the processing of a persuasive message. Results were discussed in terms of Learned Helplessness theories and the Elaboration Likelihood Model.