This post summarizes the article by Wells and Petty [1].
Abstract
It was hypothesized that vertical and horizontal head movements can augment or inhibit certain cognitive processes. 72 students were given headphones to hear a radio broadcast and evaluated to test the validity of this assumption. Those performing vertical movements agreed with the contents of the radio host, while those performing the horizontal motion did not.
Introduction
One of the difficulties with the persuasion based cognitive view is to selectively affect the production of the counter-arguments or positive thinking, without impairing thinking. (It was observed in previous studies that messages that inhibit or enhance counter arguments also inhibit and enhance positive thinking)
Incompatible responses
The authors hypothesized that the vertical shaking of head would be incompatible with counter arguments but compatible with a favorable response. Similarly, a horizontal shaking of the head would be incompatible with a favorable response but compatible with the counter arguments.
These hypotheses were based upon the idea that memorial (or learning based) responses that are established in one context are transferred best to similar contexts.
Method
72 students were tested at University of Alberta. They were split into (3 x 2 ) groups - vertical head movements, horizontal head movements and control group (3) and were made to listen to pro-attitudinal and counter-attitudinal messages (2).
Cover Story
"Consumers want headphones that allow movement without experiencing discomfort or generating sound distortion". Students were told that they must perform head movements while listening to a radio broadcast.
Procedure
The broadcast began with a music clip (Linda Ronstadt). Then a presenter came who argued that the tuition fees at University of Alberta should be brought down (pro-attitudinal: similar to the cognitive thinking of the students until then), or that it should be increased (counter-attitudinal). It ended with a recording of the Hotel California.
Results
Finally the students were asked what is an appropraite value for the tuition fees and the following is the average response.
Sources
1. https://public.psych.iastate.edu/glwells/Wells%20pdfs/1980-89/Wells_Petty_1980_BASP.pdf
Abstract
It was hypothesized that vertical and horizontal head movements can augment or inhibit certain cognitive processes. 72 students were given headphones to hear a radio broadcast and evaluated to test the validity of this assumption. Those performing vertical movements agreed with the contents of the radio host, while those performing the horizontal motion did not.
Introduction
In persuasion settings, two important mechanisms were identified - counter arguments and favorable thoughts. If an argument intended for persuasion increases favorable thoughts in the mind of the listener, or reduces counter arguments - increased persuasion should result. The inverse is also true: if the argument reduces favorable thoughts, or increases counter arguments, it becomes harder to persuade the listener.
One of the difficulties with the persuasion based cognitive view is to selectively affect the production of the counter-arguments or positive thinking, without impairing thinking. (It was observed in previous studies that messages that inhibit or enhance counter arguments also inhibit and enhance positive thinking)
Incompatible responses
The authors hypothesized that the vertical shaking of head would be incompatible with counter arguments but compatible with a favorable response. Similarly, a horizontal shaking of the head would be incompatible with a favorable response but compatible with the counter arguments.
These hypotheses were based upon the idea that memorial (or learning based) responses that are established in one context are transferred best to similar contexts.
Method
72 students were tested at University of Alberta. They were split into (3 x 2 ) groups - vertical head movements, horizontal head movements and control group (3) and were made to listen to pro-attitudinal and counter-attitudinal messages (2).
Cover Story
"Consumers want headphones that allow movement without experiencing discomfort or generating sound distortion". Students were told that they must perform head movements while listening to a radio broadcast.
Procedure
The broadcast began with a music clip (Linda Ronstadt). Then a presenter came who argued that the tuition fees at University of Alberta should be brought down (pro-attitudinal: similar to the cognitive thinking of the students until then), or that it should be increased (counter-attitudinal). It ended with a recording of the Hotel California.
Results
Finally the students were asked what is an appropraite value for the tuition fees and the following is the average response.
Sources
1. https://public.psych.iastate.edu/glwells/Wells%20pdfs/1980-89/Wells_Petty_1980_BASP.pdf
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