Mood and persuasion : A cognitive response analysis

Bless, Herbert ; Bohner, Gerd ; Schwarz, Norbert ; Strack, Fritz

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Document Type: Book chapter
Year of publication: 2000
Book title: Emotions in social psychology
Page range: 331-345
Publisher: Parrott, W. Gerrod
Place of publication: Philadelphia
Publishing house: Psychology Press
Publication language: English
Institution: School of Social Sciences > Mikrosoziologie u. Sozialpsychologie (Bless)
Subject: 300 Social sciences, sociology, anthropology
Abstract: The impact of happy and sad moods on the processing of persuasive communications is explored. In Experiment 1, sad subjects were influenced by a counter attitudinal message only if the arguments presented were strong, not if they were weak Happy subjects, however, were equally persuaded by strong and weak arguments, unless explicitly instructed to pay attention to the content of the message. Subjects' cognitive responses revealed a parallel pattern, suggesting that the findings reflect the impact of mood on cognitive elaboration of the message. In Experiment 2, working on a distractor task during message exposure eliminated the advantage of strong over weak arguments under bad-mood conditions. Good-mood subjects were not affected by a distracting task, suggesting that they did not engage in message elaboration to begin with. It is concluded that subjects in a good mood are less likely to engage in message elaboration than subjects in a bad mood.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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