Scarcity Claims Elicit Extreme Responding to Persuasive Messages : Role of Cognitive Elaboration  

Oleh:

Brannon, Laura A. ; Brock, Timothy C.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Personality and Social Psychology Bulletin (http://journals.sagepub.com/home/pspc) vol. 27 no. 3 (2001), page 365-375.
Topik: cognitive; scarcity claims; extreme responding; persuasive messages; cognitive elaboration
Fulltext: 365PSPB273.pdf (117.17KB)

Isi artikel

Opposing accounts of the persuasiveness of messages accompanied by scarcity information (rarity) were compared : heuristic - reduced thinking versus elaborative - increased thinking. In two experiments, 275 college students identified themselves as having a novel attribute (picture - mindedness [PM] / situation mindedness or situation - mindedness [SM] ) that was designated as rare or common and that persuasive messages portrayed as either positive or negative. The results replicated Ditto and Jemmott - rarity led to more extreme attitudes toward the focal attribute. However, thought - listings and path analyses favored elaborative rather than heuristic processing. In further demonstration that extreme attitudinal responding to scarcity information was mediated by thoughtful processing, Experiment 2 replicated Experiment 1 under low, but not high, cognitive load.

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