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The interactive effects of message appeal and individual differences on information processing and persuasion
Author(s) -
Venkatraman Meera P.,
Marlino Deborah,
Kardes Frank R.,
Sklar Kimberly B.
Publication year - 1990
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220070202
Subject(s) - persuasion , moderation , psychology , appeal , product (mathematics) , social psychology , cognition , need for cognition , information processing , persuasive communication , elaboration likelihood model , cognitive psychology , neuroscience , geometry , mathematics , political science , law
Individuals differing in the extent to which they enjoy thinking (Cacioppo & Petty, 1982) were exposed either to factual or to evaluative messages pertaining to a fictitious automobile. The results show that message appeal moderates the relationship between need for cognition and judgments about the message, whereas beliefs about the product attributes mediate the relationship between message judgments and product evaluations. Theoretical and practical implications of the moderator‐mediator distinction are discussed.