COGNITIVE ENCODING PROCESSES: EVIDENCE FOR A GRAPHEMICALLY BASED SHORT-TERM MEMORY

Three competing models of word recognition processes currently receive psycholinguistic research support: direct encoding (i.e., word recognition proceeds from graphemes); indirect encoding (i.e., word recognition proceeds from a phonemic translation of graphemes); and dual access (i.e., word recognition can proceed from either graphemes or phonemes). Resolution of the conflict between these models has been hampered by methodological problems common to research techniques in this area. The two experiments reported in this study analyzes the competing models via the SLIP technique, which avoids those methodological problems. Support is yielded for the direct encoding model. Implications are discussed.     

TOWARD A MESSAGE-CENTERED THEORY OF PERSUASION: THREE EMPIRICAL INVESTIGATIONS OF LANGUAGE INTENSITY1

Based on accumulated knowledge concerning the effects of language intensity on attitude change, a set of propositions were advanced that provide a skeletal theoretical framework. Based on the propositions, three separate studies were done to extend the predictive power of the formulation. Predicted interactions between sex of the source, situational anxiety, source credibility, and language intensity were obtained. There were also significant person perception changes as a result of the level of language intensity employed in the persuasive message. Discussion centered on the import of the new findings in formulating a message-centered theory of persuasion.     

BASIC PREMISES OF MULTIDIMENSIONAL ATTITUDE CHANGE THEORY: AN EXPERIMENTAL ANALYSIS

Multidimensional attitude change models propose that (1) stimuli defining the domain of attitudes may consist of a multidimensional rather than unidimensional pattern; (2) stimuli associated with each other in the persuasion process will converge with each other in the multidimensional attitude domain. These two propositions receive clear support from three of the hypotheses tested in four-panel cohort data, which analyses show to be multidimensional. The sources of a persuasive message converge on the position they advocate. Multiple sources converge on each other. The findings provided partial support for two other hypotheses on the convergence of self-concept with advocated position and with sources of a persuasive message. A final, somewhat tangential hypothesis also receives clear support: existential associations of concepts are more effective than hortatory associations. These results support further development of multidimensional attitude change models.