| Abstract: | 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. |
