On-line and memory-based modification of attitudes: determinants of message recall-attitude change correspondence |
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Authors: | D M Mackie A G Asuncion |
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Affiliation: | Department of Psychology, University of California, Santa Barbara 93106. |
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Abstract: | Experiments investigated the impact of message elaboration on attitude change-message recall correspondence when attitude change occurs in an on-line (as attitude-relevant information is received), or memory-based (on the basis of retrieved attitude-relevant information) fashion. In 2 experiments, Ss' processing goals were manipulated to increase or inhibit on-line change and message elaboration. As predicted, Ss reported postexposure attitudes more rapidly in on-line vs memory-based conditions. Decreased message elaboration increased attitude-recall correspondence, regardless of when attitude change occurred. Increased elaboration produced elaboration-attitude judgment correspondence. Results suggest that recall of message content will best predict persuasion when message content is encoded free of elaborations, regardless of when attitude change occurs. |
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