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Healthy Skepticism Library item: 20426

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: Journal Article

Mackie DM, Worth LT.
Processing deficits and the mediation of positive affect in persuasion.
J Pers Soc Psychol 1989; 57:(1):27-40
http://psycnet.apa.org/journals/psp/57/1/27/


Abstract:

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.

Keywords:
Adult Affect* Attitude Cognition Female Humans Male Motivation* Persuasive Communication*

 

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What these howls of outrage and hurt amount to is that the medical profession is distressed to find its high opinion of itself not shared by writers of [prescription] drug advertising. It would be a great step forward if doctors stopped bemoaning this attack on their professional maturity and began recognizing how thoroughly justified it is.
- Pierre R. Garai (advertising executive) 1963