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Influencing Attitudes Toward Near and Distant Objects.

Kentaro Fujita¹, Tal Eyal, Shelly Chaiken

¹The Ohio State University.

Journal of Experimental Social Psychology

|November 4, 2009

Summary

Temporal distance influences persuasion by altering mental representations. People are more persuaded by abstract, primary features when an attitude object is distant, and concrete, incidental features when it is near.

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Area of Science:

Psychology
Social Psychology
Cognitive Psychology

Background:

Temporal distance affects how attitude objects are mentally represented.
This representation influences the effectiveness of persuasive appeals.
Construal theory suggests abstractness varies with temporal distance.

Purpose of the Study:

To test if temporal distance shifts attention to abstract versus concrete features in persuasion.
To investigate how primary vs. secondary, desirability vs. feasibility, and general vs. specific features impact persuasion based on temporal distance.

Main Methods:

Three experiments were conducted.
Participants evaluated persuasive arguments for attitude objects at varying temporal distances.
The focus was on whether arguments highlighted primary/abstract or incidental/concrete features.

Main Results:

Temporally distant objects led to greater persuasion from arguments emphasizing primary, abstract features.
Temporally near objects led to greater persuasion from arguments emphasizing incidental, concrete features.
This effect was observed across studies focusing on primary/secondary features, desirability/feasibility, and general/specific cases.

Conclusions:

Temporal distance systematically influences the persuasive impact of different types of arguments.
Findings support construal theory and its relation to dual process theories of persuasion.
The study highlights the importance of matching persuasive appeals to the temporal construal of attitude objects.