Message Planning,Communication Failure,and Cognitive Load Further Explorations of the Hierarchy Principle

The hierarchy principle predicts and research has demonstrated that in response to communication failure, individuals make less cognitively demanding, low-level changes to message plans, such as the vocal intensity at which they are delivered, rather than more demanding alterations to message content and structure. Three experiments examined the effects of different message preparations on cognitive loads associated with high-level message plan alterations. In Experiment 1, individuals who prepared only one highly iconic message before experiencing communication failure demonstrated greater cognitive load when requested to deliver an alternative message than did individuals who prepared three highly iconic alternative messages. No cognitive load differences were found between those who prepared one or three low-iconicity messages. In Experiment 2, individuals who prepared one or six highly iconic message plans demonstrated greater cognitive load after communication failure than those who prepared three alternatives. This U-curve relationship was replicated in Experiment 3.