피설득자의 기분이 설득에 미치는 간접적 영향 = 인지적 매개설 대 동기적 매개설

다국어 초록 (Multilingual Abstract)

This study investigated the mechanisms of indirect effects of mood on persuasion processes by testing two competing hypotheses, or cognitive versus motivational hypotheses. In order to exclude potential confounding effects from other motivational factors except mood, a neutral and unfamiliar topic to participants was selected for the persuasive messages. As previous empirical research typically did, the current study tested the mediation processes by examining interaction effect between mood condition and argument strength on attitude and thought favorability. Data from 188 undergraduate students were analyzed to test predictions. As expected, there were no direct effects of mood states on attitude and thought favorability. This implies that people’s mood states might affect the persuasion processes indirectly rather than directly, different from the predictions of direct effect theories such as classical conditioning or misattribution theory. Consistent with motivational mediation hypotheses, for those in the neutral and the negative moods, reading strong arguments produced more positive attitudes and more favorable thoughts than reading weak arguments. On the other hand, those in the positive mood showed reduced processing, compared to those in the other two conditions; as predicted, their attitudes and thought favorability were not different across strong and weak argument groups.

참고문헌 (Reference)

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