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Motivated Reasoning: A Depth-of-Processing Perspective.
- Source :
-
Journal of Consumer Research . Mar2000, Vol. 26 Issue 4, p358-371. 14p. 5 Charts. - Publication Year :
- 2000
-
Abstract
- We show how motivation affects reasoning through reliance on a biased set of cognitive processes. We manipulate the level of brand preference experimentally and expose subjects to a message that is either consistent or inconsistent with their manipulated preference. Further, the message contains either strong or weak arguments. In two experiments, we find that preference-inconsistent information is processed more systematically and is counterargued more than preference-consistent information, in addition, experiment 2 shows that strong arguments are more persuasive than weak arguments in the preference-inconsistent condition. We employ the heuristic-systematic model of persuasion and its sufficiency principle as a framework to understand the psychological mechanism that underlies the biased processing of preference-inconsistent information. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 00935301
- Volume :
- 26
- Issue :
- 4
- Database :
- Academic Search Index
- Journal :
- Journal of Consumer Research
- Publication Type :
- Academic Journal
- Accession number :
- 3087031
- Full Text :
- https://doi.org/10.1086/209568