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Promoting systematic processing in low-motivation settings: effect of incongruent information on processing and
1Department of Psychology, New York University, New York 10003.
Journal of Personality and Social Psychology
|July 1, 1991
Summary
People process persuasive messages differently based on task importance. High importance leads to deep systematic processing, while low importance leads to simpler heuristic processing when messages align with expectations.
Area of Science:
- Social Psychology
- Cognitive Psychology
- Communication Studies
Background:
- The heuristic-systematic model (HSM) explains how people process persuasive messages.
- The model posits two main processing modes: systematic (detailed) and heuristic (simplified).
- The sufficiency principle suggests processing continues until a desired level of confidence is reached.
Purpose of the Study:
- To investigate how task importance influences message processing under conditions of message-congruent and incongruent information.
- To test the applicability of the heuristic-systematic model's sufficiency principle in varied contexts.
- To examine the impact of expectancy disconfirmation on information processing and attitude formation.
Main Methods:
- Participants received consensus information congruent or incongruent with persuasive message content.
- Experiment 1 manipulated task importance (high/unimportant).
- Experiment 2 maintained low task importance for all participants.
Main Results:
- High task importance led to systematic processing regardless of message congruency.
- Low task importance resulted in systematic processing only for incongruent messages; heuristic processing dominated congruent messages.
- Attitude data supported the processing differences and confirmed HSM assumptions.
Conclusions:
- Task importance significantly moderates the extent of systematic versus heuristic processing.
- The sufficiency principle effectively explains motivated information processing.
- Findings offer insights into expectancy disconfirmation effects on judgment and processing.
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