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The effects of personal relevance and repetition on persuasive processing
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Resumo(s)
Past research has suggested that familiarity with amessage, brought about by repetition,
can increase (Cacioppo & Petty, 1989) or decrease (Garcia–Marques &
Mackie, 2001) analytic (systematic) processing of that message. Two experiments
attempted to resolve these contradictory findings by examining how personal relevance
may moderate the impact of familiarity on processing. Experiment 1 manipulated
repetition and personal relevance and found that message repetition
increased analytic processing (as reflected by greater persuasion following strong
vs.weak arguments) under high relevance conditions and decreased analytic processing
when relevance was low. In Experiment 2, both repetition and relevance
were manipulated in different ways, but results again showed that repetition reduced
analytic processing under low relevance conditions and that perceived familiarity
mediated this outcome. Implications of these findings are discussed.
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Contexto Educativo
Citação
Social Cognition, 22(3), 310-335