AI Article Synopsis
- The research examines how high motivation to process information affects the effectiveness of persuasive cues in experiments.
- The findings from three studies indicate that when individuals are highly motivated, more relevant information overshadows less relevant cues, leading to a diminished impact of those cues.
- This "relevance override" concept suggests that in many persuasion studies, cues were often seen as less important compared to the actual message arguments, helping to explain why cues had less influence.
Article Abstract
This research addressed the reduced impact of cues under high processing motivation of persuasion experiments. The results of 3 studies suggested that such reduced impact is due to a relevance override whereby any more subjectively relevant information swamps the effects of any less subjectively relevant information, given the recipient's sufficient motivation to process both. Because, in much persuasion research, cues may have been perceived as less relevant to the attitudinal judgments than message arguments, the relevance override hypothesis provides a general explanation of the reduced cue effect.
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| http://dx.doi.org/10.1037/0022-3514.86.2.251 | DOI Listing |
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