Processing deficits and the mediation of positive affect in persuasion.
Motivational and cognitive mediators of the reduced processing of persuasive messages shown by recipients in a positive mood were tested. Ss in positive or neutral moods read strong or weak counterattitudinal advocadies for either a limited time or for as long as they wanted. Under limited exposure conditions, neutral mood Ss showed attitude change indicative of systemic processing, whereas positive mood Ss showed no differentiation of strong and weak versions of the message. When message exposure was unlimited, positive mood Ss viewed the message longer than did neutral mood Ss and systematically processed it rather than relying on persuasion heuristics. These findings replicated with 2 manipulations of mood and 2 different attitude issues. We interpret the results as providing evidence that reduced cognitive capacity to process the message contributes to the decrements shown by positive mood Ss.
Mackie
D M
DM
Department of Psychology, University of California, Santa Barbara 93106.
Worth
L T
LT
D000328:Adult; D000339:Affect; D001290:Attitude; D003071:Cognition; D005260:Female; D006801:Humans; D008297:Male; D009042:Motivation; D010565:Persuasive Communication