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


Need for Cognition --- Short Version

Disagree 1 2 3 4 5 6 7 8 9 Agree

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