Positive Mood and Persuasion: Different Roles for Affect Under High- and Low-Elaboration Conditions

Two experiments examined the processes by which positive mood influences attitude change under high and low message elaboration conditions. To examine elaboration, Experiment 1 included individuals who differed in their need for cognition, and Experiment 2 manipulated the relevance of the message. I...

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Bibliographic Details
Published in:Journal of personality and social psychology 1993-01, Vol.64 (1), p.5-20
Main Authors: Petty, Richard E, Schumann, David W, Richman, Steven A, Strathman, Alan J
Format: Article
Language:English
Subjects:
Attitude Change
Behavior. Attitude
Biological and medical sciences
Emotional States
Emotions
Factors
Fundamental and applied biological sciences. Psychology
Human
Moods
Personality
Persuasion
Persuasive Communication
Psychology
Psychology. Psychoanalysis. Psychiatry
Psychology. Psychophysiology
Social psychology
Social research
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Summary:Two experiments examined the processes by which positive mood influences attitude change under high and low message elaboration conditions. To examine elaboration, Experiment 1 included individuals who differed in their need for cognition, and Experiment 2 manipulated the relevance of the message. In each study, Ss were exposed to a persuasive communication following a positive or neutral mood induction. In both studies, positive mood produced more positive attitudes toward the advocacy, but positive mood influenced the positivity of Ss' thoughts only under high-elaboration conditions. Path analyses showed that positive mood had a direct effect on attitudes in the low-elaboration conditions but influenced attitudes indirectly by modifying the positivity of thoughts in the high-elaboration conditions.
ISSN:0022-3514
1939-1315
DOI:10.1037/0022-3514.64.1.5