Emotional arousal and persuasion effects in flooding

The effects of a single session of imaginal flooding were studied in female students unable to touch a harmless spider. All combinations of continuous vs. discontinuous presentation and highly arousing vs. less arousing material were used in a factorial design, to test the hypothesis that highly arousing material is beneficial only when presented under massed conditions. Results were clearly against prediction and suggested that immediate attitude change was maximal following less arousing material, irrespective of method of presentation; while behaviour change was greatest when less arousing material was presented continuously.

In a second experiment, subjects were exposed to both types of theme material in either a low-high or a high-low order. Some evidence was found for the postulated attitude changes and contrast effects, which favoured the use of a high-low order. Possible explanations for earlier contradictory evidence, and implications for clinical treatment are discussed.