IV. Receiver Variables

1. How does Receiver Affect Persuasion?
   1. Type of processing (Routes)
   2. Reception versus Yielding

2. Need For Cognition (Cacioppo et al., 1996; Psy Bull)
   1. Scale Items
   2. Tendency to engage in and enjoy effortful cognition
   3. Person-based elaboration moderator
   4. Hi NFC = More attention, recall, thoughts, arg-based

3. Gender
   1. Take a guess?
   2. Why this effect?
   3. Cool ELM example

4. Self esteem and Intelligence (Rhodes & Wood, 1992; Psy Bull)
   1. Meta-analysis: Summary of experimental studies
   2. SE (persuasion d = -0.16; conformity d = -0.31; but moderate curve)
   3. IQ (persuasion d = -0.28; conformity d = -0.75)
   4. Presumed effects with reception and yielding

5. Summary
   1. Processing Effects
   2. Receiver usually interacts with other variables
   3. Main effect is misleading

1. I prefer complex to simple problems.
2. I like situations that require a lot of thinking.
3. Thinking is not my idea of fun.

Scoring: Reverse score for 3 (i.e. 9=1, 8=2), then sum all three scores. Range from 3 to 27; High = 21; Moderate = 16; Low = 11

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Updated March 21, 1996; Copyright © SBB, 1996