Repetition and agreement with opposing arguments: A delayed action effect

If exposure to two arguments supporting opposing conclusions establishes two memory traces that influence attitudes, repetition of one of the arguments should produce a delayed action effect. In a computer-controlled experiment, subjects read a large number of arguments about fictitious brands of consumer products from a T.V. screen. They rated each brand immediately after reading about it and again after spending 10 min reading messages about other brands. In the critical conditions of the experiment, two arguments were presented about each brand. One described a good quality of the product (e.g., excellent durability); the other described a bad quality (e.g., below-average efficiency). Subjects read one of the opposing arguments concerning each brand repeatedly and studied the repeated arguments for memory tests. As predicted, repetition and studying affected ratings on the delayed post-test, but not on the immediate post-test. Specifically, attitudes shifted over the delay toward agreement with the repeated arguments, supporting the idea that the persistence of attitudes depends on more than one memory trace.     

Value and uncertainty as weighting factors in impression formation

An experiment was conducted to compare mathematical models describing how people combine information to form an impression of another person. Subjects rated how much they would like stimulus persons described by one or two adjectives. Subjects also reported their level of uncertainty about each evaluation. Models using the uncertainty measures to predict integration weights were no more successful than the equal weight averaging model. There was no evidence that extreme adjectives were given high weight. Information integration was best described by a model in which the more negative adjective in a pair is given more weight than the other adjective.