Who Fights,Who Flees? An Integration of the LC4MP and Psychological Reactance Theory

ABSTRACT

This study tests the hypothesis that defensive message processing, like defensive behaviors in the real world, has two directions, fight-and-flight. The Limited Capacity Model of Motivated Mediated Message Processing (LC4MP) characterizes defensive message processing by increases in unpleasantness and arousal reports, and accelerated heart rate indicating either a focus on internal processing (internal thoughts) or the active withdrawal of cognitive resources from processing highly arousing and unpleasant media messages. However, the LC4MP has not included direct measures that allow discrimination between fight-and-flight responses. Psychological reactance theory (PRT) predicts defensive responses including anger and counterarguments (reactance) when media messages threaten viewers’ freedom and autonomy. We hypothesized that PRT provides the LC4MP with the appropriate measures (anger and counterarguments) needed to discriminate fight-or-flight responses. Results supported this prediction. Participants (N = 49 adult-smokers) high in defensive and low in appetitive reactivity (risk-avoiders) withdrew from the message (fled: characterized by low anger and counterarguments) while those high in appetitive and low in defensive reactivity (risk-takers) experienced reactance (fought: characterized by high anger and counterarguments) in response to freedom threatening antitobacco messages that are highly arousing and unpleasant. Moreover, both reactance and message withdrawal yielded the same cognitive, emotional, and physiological responses predicted by the LC4MP as indicators of defensive message processing. Theoretical and message design recommendations are discussed.     

Liking the (Funny) Messenger: The Influence of News Parody Exposure,Mirth, and Predispositions on Media Trust

ABSTRACT

This article features a multi-study research effort (Study 1 N = 331; Study 2 N = 317) examining how predispositions toward a humor source and the perceived humor (i.e., mirth) of a related comedic message can, together, influence media trust-based expectations. Noting the revered status and cultural prominence of various news parody show hosts, this article proposes that feelings of favorability for a news parody humor source (for example, Jon Stewart or John Oliver) can translate into positive perceptions of the press upon exposure to news parody messages. Drawing from principles of the heuristic-systemic information processing model (HSM) and affective disposition theory, the study findings indicate that one’s affective disposition toward a news parody source can have an indirect effect on media trust, as mediated by a feeling of mirth. Upon conducting a test of moderated mediation, the effect is demonstrated to be conditioned by one’s news parody orientation. That is, affective disposition’s mediated effect is most pronounced among those who are least inclined to see news parody as a legitimate/appropriate source of news. Ultimately, this exploratory research contributes to a more nuanced understanding of how news parody programming may influence perceptions of the news media as an institutional entity.     

Perceptions of source efficacy and persuasion: Multiple mechanisms for source effects on attitudes

When communicators are perceived as likely to bring proposed outcomes to fruition, they have source efficacy. Although perceptions of source efficacy are common in persuasion settings, this construct has received little direct research attention. The present research explored how source efficacy may impact persuasion in different ways at different levels of motivation to process messages. Across three experiments, participants encountered message arguments of varying quality from a source manipulated to be relatively efficacious or inefficacious. When motivation to process the message was low, source efficacy served as a peripheral cue (Experiment 1). When motivation was high, efficacy information learned before the message biased processing of ambiguous messages (Experiment 2), but source efficacy learned after the message affected the amount of confidence people had in their message‐related thoughts (Experiment 3). These effects of source efficacy were distinct from effects of perceived source expertise/credibility. Copyright © 2011 John Wiley & Sons, Ltd.     

An Experimental Investigation of Source Confusion in Televised Messages: News Versus Advertisements

The study reported here employed a mixed factorial design to experimentally investigate the effects of message format on memory for the source of information. Political messages were presented in 3 types of formats: conventional political ads, news‐like political ads, and news stories. Memory for the source of information was measured directly after exposure and a week later. The results of the experiment suggest that format and time had a significant effect on memory for the source. Subjects identified the source of information with about the same level of accuracy across formats right after exposure. A week later, subjects were significantly more inept at attributing information contained in news‐like ads to its source than doing so for conventional ads and news stories. At that point, information presented in news‐like ads was incorrectly attributed to news about 70% of the time.     

The Effects of Auditory Structural Complexity on Attitudes,Attention, Arousal,and Memory

Twenty-five participants listened to 8 radio messages—half of which were greater in auditory structural complexity. Physiological measures were taken during message presentation, and self-report measures after each. Results show that increased auditory structural complexity led to higher self-reported and physiological arousal, better attitudes toward the messages overall and toward their nonclaim components. There were no differences in attitudes toward the claims made in the messages at each level of structural complexity. Structurally complex messages were also freely recalled more often than simple messages. The prediction that messages high in auditory structural complexity would result in greater self-reported attention levels received only moderate support. Furthermore, high levels of auditory structural complexity resulted in unexpectedly higher cardiac activity compared to messages low in structural complexity.     

Self‐Report and Psychophysiological Responses to Fear Appeals

This study was designed to assess the relationship between self‐report and psychophysiological responses to fear appeals and behavioral changes elicited by these. Ninety‐two subjects watched one of four messages that varied in level of threat (high vs. low) and efficacy (high vs. low). Concomitantly, psychophysiological measures (heart rate and skin conductance) were registered. Perceived threat and efficacy varied according to the characteristics of the message. High‐threat messages elicited significantly different levels of autonomic arousal than low‐threat messages. Following of behavioral recommendation was higher among subjects who were exposed to the high threat / high efficacy stimulus, those who reported high perceived threat, and for those who showed an autonomic response pattern related to the facilitation of attentional processes.     

Cognitive processing of corporate social responsibility campaign messages: the effects of emotional visuals on memory

ABSTRACT

This study explored the effects of visual strategies on consumers’ memory of corporate social responsibility (CSR) campaign messages. Using the limited capacity model of motivated mediated message processing (LC4MP), we examined how emotional CSR messages are cognitively processed—specifically, how emotional visuals in CSR messages affect two subprocesses of information processing: encoding and storage. We conducted a 2 (valence: positive vs. negative) × 2 (arousal: moderately arousing vs. highly arousing) within-subjects experiment across four different CSR issues. The results showed that recognition accuracy and sensitivity (d′) of company logos were best for moderately arousing negative images, whereas for recognition accuracy and sensitivity (d′) of company names, there were no significant differences across the emotional conditions. For cued recall of companies associated with CSR issues, the pattern was different—highly arousing negative images with aversive cues were the most effective. We discuss the theoretical and practical implications of these findings.     

Pitch Range Variations Improve Cognitive Processing of Audio Messages

This study explores the effect of different speaker intonation strategies in audio messages on attention, autonomic arousal, and memory. In this study, participants listened to 16 radio commercials, produced to vary in pitch range across sentences. Dependent variables were self‐reported effectiveness and adequacy, psychophysiological arousal and attention, immediate word recall and recognition of information. Results showed that messages conveyed with pitch variations achieved better scores compared to commercials with a homogenous pitch range across the sentences. This was especially the case when high pitch intonation was followed by low pitch within a sentence. The results increase our understanding of the influence of pitch range on processing by establishing a concrete strategy as a best practice for improving attention and memory.     

When Self Is the Source: Effects of Media Customization on Message Processing

Customization of media technologies enables users to become active sources in the communication process. But, does this sense of “self-as-source” alter the way users process information received via customized interfaces? A between-subjects experiment (N = 146) was conducted to answer this question. Data indicate that the effect of self-driven customization (high vs. low self-as-source) on persuasive message processing is mediated by perceived identity. Those who experience high self-as-source tend to process messages less systematically, but perceive the message topic as more important and show greater intention to follow the suggestions of messages than those with a low sense of self-as-source, an effect that is mediated by perceived identity. Theoretical implications for persuasive technologies, dual process models, and the agency model of customization are discussed, followed by practical implications for communicators who wish to incorporate new media technologies into their social influence campaigns.     

Enhancing the effects of a narrative message through experiential information processing: An experimental study

First-person narratives are becoming a popular means to communicate health risk information. Although studies show they can increase risk perception and motivate health behaviours compared to statistical messages, more research on the conditions in which they are particularly likely to have effects is needed. In this study, we tested a moderator related to how information is processed. Specifically, we hypothesised that thinking in terms of emotions and personal experiences – known as experiential information processing – would increase people’s responsiveness to a narrative. Female college students (N = 138) who reported indoor tanning were randomly assigned to read a first-person narrative message or a statistical message about the risks of skin cancer. Prior to reading the message, the women received instructions that would activate either experiential or rational information processing. Participants then reported their risk perceptions of skin cancer, worry about skin cancer and behaviour intentions related to skin cancer. Analyses showed that message type and information processing interacted to influence risk perceptions and worry. Consistent with hypotheses, participants reported the highest risk perception and worry when they used an experiential information system prior to reading the narrative message. There were no effects on behaviour intentions. Implications of these findings are discussed.     

Picture This: The Influence of Emotionally Valenced Images,On Attention,Selection, and Sharing of Social Media News

Social media platforms have become the primary conduits to news for many consumers, yet little is known about how the content in social media posts is viewed and evaluated by consumers or how it shapes their decisions about selecting and sharing this information. A within-subjects eye-tracking experiment (N = 60), was conducted to examine the influence of image presence and valence on attention to and engagement with news stories on social media. Participants viewed a series of 29 social media posts of news stories, each of which was either paired with no image, a positively valenced image, or a negatively valenced image. Participants attention to the images was captured via eye tracking, and they answered dependent measures to gauge level of emotion and arousal, and intention to click and share. The results show that posts containing positive images elicited a higher level of visual attention than those with negative or no images, which led to higher intentions to click and share posts with positive images. The results provide a deeper understanding of the importance of images in driving news consumption, and offer practical implications for journalists, news organizations and groups using social media to spread a message.     

Effects of grammaticalness, presentation rate, and message length on auditory short-term memory

The aim of this study was to demonstrate the effect of message structure, message length, and presentation rate upon auditory short-term memory. Subjects were asked to reproduce in writing messages at different levels of “grammaticalness” (Coleman, 1965) presented through headphones at 3-4 words/sec. or 6-7 words/ sec. There was better recall of the more structured, shorter, and slower messages. The results are discussed in terms of acquisition and encoding of information.     

Beyond Knowledge Gaps: Examining Socioeconomic Differences in Response to Cancer News

This article tested a model, informed by the knowledge gap hypothesis, to predict information seeking about cancer immediately following news about the diagnosis or death from cancer of a national celebrity. I identified five celebrity news events and examined their impact using data from the 2005 Health Information National Trends Survey. News coverage about celebrity news events was more likely to promote information seeking among people with greater education than among those with less education. These differences were explained, at least in part, by the fact that highly educated people had greater health knowledge and community involvement than less‐educated people. These factors may contribute to widening socioeconomic gaps in prevention behaviors. I suggest strategies to address these gaps.     

Expressing Emotions as Evidence in Osteoporosis Narratives: Effects on Message Processing and Intentions

This study examined the use of different narratives expressing positive or negative emotions, and varying the narrator's perspective on the arousal of discrete emotions, dominant cognitions, perceived evidence quality, and perceived message effectiveness related to osteoporosis behavioral intentions. Formative research led to the creation of narratives and selection of positive and negative emotions expressed. A 4 × 3 between‐subjects posttest design revealed positive relationships between judgments of evidence quality and perceptions of message effectiveness for predicting behavioral intentions toward osteoporosis prevention. In addition, arousing the emotions of fear and/or hope cued processing of osteoporosis narratives. The theoretical implications of these findings for the use of narratives as evidence and the application of findings for osteoporosis health messages are discussed.     

Noncompliance with Persuasive Appeals for a Prosocial,Altruistic Act: Blood Donating1

Effects of persuasive messages, responsibility denial (RD), and attitude-accessing on blood-giving attitudes, intentions, moral obligations, and behavior were examined. In Study 1, participants (n= 84) who heard a message emphasizing moral reasons for donating indicated a more favorable postmessage attitude and stronger moral obligation to donate than participants exposed to a message aimed at reducing fear, a combined moral and fear- reduction message, or no message. Combined message participants showed greatest intent to donate, yet only 14% of all participants attended a campus drive. In Study 2, low (n= 52) and high (n= 60) RD individuals heard the message arguments and were asked to access their attitudes. Low compared to high RD individuals stated a stronger sense of moral obligation, particularly when they accessed their thoughts relevant to blood donating, and behavioral intention, especially in the combined message condition. Few participants attended a blood drive (12.5%), yet most were low RD individuals from the nonaccessed attitude condition (83%). Results suggest that few individuals will engage in the altruistic act of blood donating, despite the experimental use of persuasive messages and accessing issue-relevant attitudes.     

Normative Influence Effects on Sexual Arousal to Nonviolent Sexually Explicit Material1

The role of informational social influence in sexual arousal was explored by measuring the effects of normative influence messages on sexual arousal to a nonviolent sexually explicit story in both male and female subjects. The type of message (high versus low arousal), as well as the reference group sex, were varied. The results showed that (a) subjects who received a message that similar others became highly aroused reported a significantly higher level of arousal than subjects who received the opposite message; (b) male subjects reported a significantly higher level of sexual arousal than females; and (c) a normative message from a male reference group had a stronger impact on both male and female subjects than one from the female reference group, indicating that males are perceived as more credible “experts” on matters of sexual responding man females. The study suggests one means by which individuals learn to respond to sexually explicit materials.     

Appetitive and Defensive Arousal in Violent Video Games: Explaining Individual Differences in Attraction to and Effects of Video Games

Evidence surrounding the attraction to media violence is mixed and the effects of violent video game play on players varies across experimental participants. Differences in both may be explained by differences in experienced positive or negative arousal. This study utilizes the limited capacity model of motivated mediated message processing (LC4MP) and the motivation activation measure (MAM), which measures resting activation of the appetitive and aversive arousal systems, to explore the relationship between attraction to media violence, arousal, and aggression. In part 1, a questionnaire found that men and frequent players of violent games expected to enjoy violent games more than nonviolent games. In addition, participants whose scores on the MAM characterized them as risk takers (high scores on appetitive arousal and low scores on aversive arousal) indicated a stronger preference for violent games compared to the other three arousal types, which is in line with the LC4MP. In the experimental portion of the research, after playing a violent game, those participants characterized as risk avoidant (high on aversive arousal and low on appetitive arousal) were significantly less aggressive than all other arousal groups. Overall, results show that individual differences in the appetitive and aversive arousal systems can explain attraction to violent media. Furthermore, arousal resulting from violent video game play can be experienced as pleasant or aversive, and it is this experience of arousal that explains variations in aggressive responses to violent video games.     

The effects of fear arousal,fear position,fear exposure,and sidedness on compliance with dietary instructions

Investigated the effects of fear arousal and sidedness variables on compliance with a dietary regimen. Experiments involved 202 women volunteers who were 10 per cent or more overweight, and aged 20-60 years. Experiment 1 involved a 3 (low, medium, high fear) × 2 (single, multiple exposure to fear message) × 2 (one-, two-sided communication) design. The fear levels involved discussing the health hazards of obesity. Experiment 2 manipulated the fear-message position relative to the recommendations (fear-recommendations, recommendations-fear, fear-delay-recommendations). Persuasive impact was measured via follow-up weight checks at 2, 4, 8, and 16 weeks. Results indicate nonsignificant effects from sidedness and pre-standardised fear levels. Using subjects' fear arousal ratings medium fear is significantly better (p < .025), supporting Janis's curvilinear hypothesis. A single exposure to the fear message is superior (p < .025) to multiple exposures, the interaction with time being highly significant (p < .001). Experiment 2 results indicate the optimum position for the fear message as immediately prior to recommendations (p < .025). Results support both cognitive and fear-reduction hypotheses, but the latter is favoured.     

The Evaluative Consequences of Hedges,Hesitations, and Intensifies Powerful and Powerless Speech Styles

This article examines the separate and combined impact of hedges, hesitations, and intensifiers on perceptions of authoritativeness, sociability, character, and similarity, and the extent to which messages containing one or more of these language variables differs from a “prototypically” powerless message in evaluative consequences. A “prototypically” powerless message is one that contains not only hedges, hesitations, and intensifiers, but also contains polite forms and meaningless particles, such as “oh, well” and “you know.” Two studies indicated that hedges and hesitations individually affected perceptions of authoritativeness and sociability, but interactions among the variables were not found in the studies. Furthermore, only high intensifiers/low hedges/low hesitations and low intensifiers/low hedges/low hesitations messages differed significantly from the “prototypically” powerless message. The second study revealed that speaker status interacted to affect evaluative consequences. The results are discussed in terms of their implications for the power of speech style construct.