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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)
,
halaman 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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