Affective and cognitive meta-bases of attitudes: Unique effects on information interest and persuasion.

See, Ya Hui Michelle; Petty, Richard E.; Fabrigar, Leandre R.

doi:10.1037/0022-3514.94.6.938

Cited by 93 publications

(130 citation statements)

References 70 publications

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“…In their article, Fabrigar and Petty (1999) showed that emotional appeal (vs. cognitive appeal) in an ad is more persuasive for consumers whose existing attitudes are based on affective (vs. cognitive) process. In fact, a mere perception concerning one's attitude could influence one's interest for affective-or cognitive-related information (See et al 2008). Finally, different message framing (e.g., "I feel…" vs. "I think…") could also influence the persuasion effectiveness such that feel (vs. think) framing is more persuasive for consumers who are affectively (vs. cognitively) oriented (Mayer and Tormala 2010).…”

Section: Theoretical Backgroundmentioning

confidence: 98%

The moderating role of construal level on the evaluation of emotional appeal vs. cognitive appeal advertisements

Septianto

Pratiwi

2014

Mark Lett

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This article proposes that construal level moderates consumer evaluation of different appeals (emotional vs. cognitive appeals) in advertisements. Low-level construal is associated with close psychological distance; this condition implies that people with low-level construal can feel an emotion more intensely than those with high-level construal. Consequently, consumers with low-level construal could positively relate with the emotional appeal ad, and they would evaluate an ad with emotional appeal more favorably than an ad with cognitive appeal. However, this effect does not occur among consumers who construe information at high-level, due to the fact that they are able to focus on the central and positive features of different appeals.

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Section: Theoretical Backgroundmentioning

confidence: 98%

The moderating role of construal level on the evaluation of emotional appeal vs. cognitive appeal advertisements

Septianto

Pratiwi

2014

Mark Lett

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“…De este modo, un mensaje afectivo puede ser percibido como cognitivo, como, por ejemplo, en personas cuya forma de pensar en general remite a esta última forma más que a otras (e.g., thinkers). De hecho, recientes investigaciones han mostrado que en condiciones de alta probabilidad de elaboración el emparejamiento es más efectivo cuando se realiza sobre la percepción del origen de la actitud (afectivo o cognitivo) y no sobre la base misma (See, Petty & Fabrigar, 2008). Así, en las mismas condiciones de elaboración del presente trabajo podrían haberse encontrado efectos de los mensajes utilizados si la forma de evaluación hubiese incluido en el análisis medidas de la percepción de origen de la actitud como un factor.…”

Section: Discussionunclassified

El Rol de la Elaboración Cognitiva Sobre el Efecto de Mensajes Persuasivos Afectivos y Cognitivos

2014

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La correspondencia relativa a este artículo debe ser dirigida a Ismael Gallardo, Facultad de Psicología, Universidad de Talca, Avenida Lircay s/n, Talca, Chile. E-mail: igallardo@utalca.cl El Rol de la Elaboración Cognitiva Sobre el Efecto de Mensajes Persuasivos Afectivos y Cognitivos The Role of Cognitive Elaboration on the Effect of Affective and Cognitive Persuasive MessagesIsmael Gallardo, Manuel Clavijo y Nadia Ramos Universidad de TalcaLos mensajes cuyo contenido apela a creencias de orden afectivo y cognitivo se utilizan en diferentes contextos comunicativos. Sin embargo, las condiciones en que sus efectos ocurren no están claras. El presente trabajo plantea que las actitudes resultantes de uno u otro tipo de mensaje, dependen de la base actitudinal y de la cantidad de elaboración cognitiva que las personas dedican a la información que reciben. En una muestra accidental 128 estudiantes de psicología de la Universidad de Talca participaron en un estudio de diseño intersujeto aleatorio. Primero se construyó una actitud con base afectiva o cognitiva en contra del reciclaje, presentándose luego un mensaje de contenido afectivo o cognitivo a favor del reciclaje. A través de análisis de regresión y de covarianza, los resultados muestran que el emparejamiento entre base y mensaje a favor del reciclaje tiende a generar actitudes favorables cuando las personas no elaboran la información. Cuando sí la elaboran, las actitudes son igualmente positivas en los grupos experimentales, sugiriendo que es la calidad del argumento y no el emparejamiento lo más relevante para la actitud resultante.Palabras clave: actitudes, cambio, mensaje persuasivo, emparejamientoMessages whose content appeals to affective and cognitive beliefs are widely used in different communicative contexts. However, the conditions under which their effects occur are not entirely clear. This paper argues that attitudes resulting from either type of message will depend both on the attitudinal base and the amount of cognitive processing that people devote to the information they receive. An accidental sample of 128 psychology students at Universidad de Talca participated in a study with a randomized between-subject design. First, an attitude with a cognitive or affective basis against recycling was constructed, and, then, a message with emotional or cognitive content was presented in favor of recycling. Through regression and covariance analyses, the results indicate that, after receiving the counter-proposal, matching the attitudinal basis and the content of the message leads to favorable attitudes when individuals process information only slightly. However, when there is substantial cognitive elaboration, attitudes are equally positive in both experimental groups, which suggests that the most relevant condition to understand the causes of the subsequent attitude is argument quality and not matching.Keywords: attitudes, change, persuasive message, matching Una de las preguntas más frecuentes en el ámbito del cambio de actitudes se refiere a la capacida...

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“…Using this approach, the authors found affective matching effects along with a non-significant tendency toward cognitive matching effects. More recently, See, Petty, and Fabrigar (2008) investigated affective and cognitive matching effects by measuring structural attitude bases instead of manipulating informational attitude bases. Structural attitude bases are conceptualized as a global tendency of individuals to base their attitudes on either affect or cognition.…”

Section: Research On Affective and Cognitive Matching Effectsmentioning

confidence: 99%

The effects of emotional and rational news appeals on politicalattitudes

2016

SC|M

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The present study investigates how emotional and rational appeals in political news media stories interact with preexisting attitudes in changing citizens' political attitudes. It is hypothesized that news media appeals that match predispositions are more likely to affect attitudes than mismatching media appeals. That is, people holding attitudes primarily based on affect should be more susceptible to emotionally arousing media content than to rational appeals. For people holding attitudes primarily based on cognition, rational appeals in news media are expected to be more persuasive than emotional appeals. These assumptions were tested in a real-world setting in the run-up of a popular vote on immigration. In order to test the hypotheses, the data of a three-wave panel survey were matched with data from a content analysis of the news coverage on the issue. Results indicate the expected matching effects: Voters whose attitudes are primarily based on affect were more likely to change their attitude when confronted with emotional appeals as compared to rational appeals. In contrast, voters holding cognitively based attitudes were more likely to change their attitude when they received rational appeals as compared to emotional appeals. FULL PAPER FULL PAPERThe effects of emotional and rational news appeals on political attitudes Zur persuasiven Wirkung emotionaler und rationaler Appelle in der PolitikberichterstattungFabian A. RyffelAbstract: The present study investigates how emotional and rational appeals in political news media stories interact with preexisting attitudes in changing citizens' political attitudes. It is hypothesized that news media appeals that match predispositions are more likely to affect attitudes than mismatching media appeals. That is, people holding attitudes primarily based on affect should be more susceptible to emotionally arousing media content than to rational appeals. For people holding attitudes primarily based on cognition, rational appeals in news media are expected to be more persuasive than emotional appeals. These assumptions were tested in a real-world setting in the run-up of a popular vote on immigration. In order to test the hypotheses, the data of a three-wave panel survey were matched with data from a content analysis of the news coverage on the issue. Results indicate the expected matching effects: Voters whose attitudes are primarily based on affect were more likely to change their attitude when confronted with emotional appeals as compared to rational appeals. In contrast, voters holding cognitively based attitudes were more likely to change their attitude when they received rational appeals as compared to emotional appeals. Keywords 55Ryffel | The effects of emotional and rational news appeals on political attitudes

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Affective and cognitive meta-bases of attitudes: Unique effects on information interest and persuasion.

Cited by 93 publications

References 70 publications

The moderating role of construal level on the evaluation of emotional appeal vs. cognitive appeal advertisements

The moderating role of construal level on the evaluation of emotional appeal vs. cognitive appeal advertisements

El Rol de la Elaboración Cognitiva Sobre el Efecto de Mensajes Persuasivos Afectivos y Cognitivos

The effects of emotional and rational news appeals on politicalattitudes

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