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Psykhe (Santiago)

On-line version ISSN 0718-2228


GALLARDO, Ismael; CLAVIJO, Manuel  and  RAMOS, Nadia. The Role of Cognitive Elaboration on the Effect of Affective and Cognitive Persuasive Messages. Psykhe [online]. 2014, vol.23, n.1, pp.1-11. ISSN 0718-2228.

Messages 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.

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