Self-Guide Framing and Persuassion : Responsibly Increasing Message Processing to Ideal Levels  

Oleh:

Petty, Richard E. ; Evans, Lisa M.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Personality and Social Psychology Bulletin (http://journals.sagepub.com/home/pspc) vol. 29 no. 3 (2003), page 313-324.
Topik: ATTITUDE; attitudes; persuasion; self - guide; self - discrepancy; attitude change
Fulltext: 313PSPB293.pdf (100.89KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: PP45.13 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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The current research examines the effect that framing persuasive messages in terms of self - guides (ideal vs. ought) has on the attitudes and cognitive responses of individuals with chronic ideal versus ought self - guides. The strength of participants’ ideal and ought self - guides and the magnitude of participants’ ideal and ought self - discrepancies were measured using a computerized reaction time program. One week later, participants read a persuasive message about a fictional breakfast product, framed in terms of either ideals or oughts. Matching framing to stronger self - guide led to enhanced message processing activity, especially among individuals who were low in need for cognition. Individuals who read messages framed to match their stronger self - guides paid more attention to argument quality, as reflected in their attitudes and cognitive responses. Messages with self - guide framing that matched individuals’ stronger self - discrepancies did not have this effect on processing.

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