On-line and memory-based modification of attitudes: determinants of message recall-attitude change correspondence.
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.
Department of Psychology, University of California, Santa Barbara 93106.
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Mackie
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Asuncion
D000328:Adult; D001288:Attention; D001290:Attitude; D005260:Female; D006801:Humans; D008297:Male; D011939:Mental Recall; D010565:Persuasive Communication; D011930:Reaction Time; D012931:Social Environment