engleski

Attitude Importance and Persuasion: The Moderating Role of Attitude Function

Background: Previous research about the effects of attitude importance or involvement in persuasion has yielded conflicting outcomes.Aims: This study examines the moderating role of instrumental and value-expressive attitude function on the effects of attitude importance on persuasion.Methods: Participants were 141 undergraduates for attitude object “ condom use” and 161 undergraduates for attitude object “ voting on election” . In the first session subjects filled out attitude measure, attitude importance measure and direct measure of attitude function. In another session, subjects were exposed to a pro attitudinal persuasive communication by message strength design. Subjects then filled out thought listing measure and indicated post-message attitude. The moderating effect of instrumental and value-expressive attitude function on effects of attitude importance was examined by moderated multiple regression.Results: Attitude importance leads to attitude polarization and biased evaluation of pro attitudinal message regardless of message strength. Path analysis suggest that attitude polarization was mediated by valence of thought listing data. The results about moderating role of attitude function were not consistent across two attitude objects.Conclusion: Taken together, the results of this study supported distinguishing between instrumental and value-expressive function as moderators of attitude importance effect on persuasion.

involvement; persuasion; elaboration; path analysis

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