moods
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Draft 1Running head: ROUGH DRAFTUniversity
Draft 2AbstractIn many studies, data has been led to
suggest that rational messages may encourage the generation of content
based cognitive responses and lead to attitudes heavily influenced by
these cognitions. Studies have also led to suggest that people in negative
moods are affected by the quality of persuasive messages. Using
manipulations techniques, bad mood may result in a different
interpretation of anything from a verbal argument to a literal message.
Even though most studies indicate that good mood manipulations may
not have that much effect on one's perception of a scenario, further
investigation may do away with that theory.
Draft
3Persuasion in Response to Emotional and Rational Appeals Much
research has been done to try and indicate that emotional appeals may
influence attitude change. The other side of looking at the spectrum is
that rational appeals may do likewise (e.g., Rosselli; Francine; Skelly,
John J.; Mackie, Diane M, 1995). In one study conducted at the University
of California at Santa Barbara, 184 students received partial course credit
in return for their participation. Subjects in the experiment were assigned
to the cells of a 2(positive or neutral mood) x 2(emotional or rational
message type) x 2(strong or weak argument quality). Subjects were in
groups of two to six.After this step was established, eight messages in
approximately equal length were developed. Each message contained six
arguments that were either in favor or against using animals for research
purposes. Rational and emotional were used in nature and strong and
weak were used in quality. In the procedure of the experiment, subjects
participated in an experimental session that included several tasks that
were not directly related to the study. The first test included a survey of
the subjects' attitudes toward animal testing. After this was completed,
subjects read a persuasive message, then responded to questions
concerning the topic of animal research, and finally completed items
designed to check the effectiveness of the manipulations. After
checking the analysis, indications showed that there was no effects for
gender. To add to this, responses to all manipulation check measures
were entered into one of four separate groups between subjects analyses
of variance (ANOVAs). When looking at the message type, the
Draft 4 data had revealed the expected main
effect for message type, F(1, 65) = 33.44. p <.0001. Also as expected,
the subjects that were exposed to emotional arguments correctly
perceived them to be emotional arguments while subjects that were
exposed to rational arguments perceived them to be rational arguments.
A surprising part of the data was that a lot of the subjects favored animal
testing over animal experimentation. The dependent measure of the
study was attitude change. The dependent measure also showed a great
effect on the data and was a major factor. In the overall view, subjects
displayed a significant attitude change after exposure to the messages. In
discussion of this study, the clear goal of it was to investigate attitude
change that occurs in response to emotional appeals. In more specific
terms, the experimenters attempted to examine if emotional or rational
appeals produce attitude change. With a small hint of foreshadowing, we
will see how the experimenter that is proposing will use a variation of this
technique by turning the variables around.In conclusion, the results of this
experiment show that presenting subjects with rational messages may
encourage cognitive responses (as was expected). Emotional appeals
seem to indicate that there is potential for encouraging self-centered, or
distinct evaluative techniques. To push this even further, results provide
more evidence that responses to a persuasive message indicate attitude
change. As for the benefit of this study, it is suggested that there should
more use of affective responses. This could help improve the
understanding of persuasive methods.In other recent studies, it was
found that subjects' processing of persuasive communications depends
on their affective state at the time. Predictions for this experiment were
that people in neutral or negative moods are affected by the quality of the
persuasive message
Draft 5 and report more acceptable
attitudes after being shown strong arguments rather than weak
arguments. Seventy-six students at the University of Heidelberg in
Germany received DM10 (about 5$ at the beginning of the experiment)
for their participation in the experiment. Subjects were run in groups of 3
to 6 and were randomly assigned to the conditions of a 2(positive or
negative mood) x 2(strong or weak arguments) x 2(mood induced at
encoding of judgments) factorial design. Students were informed of the
intent of various tasks they would be performing. Tasks included mood
induction, the presentation of the persuasive message, and the neutral
filler task.
