Affective-cognitive meta-bases versus structural bases of attitudes predict processing interest versus efficiency

We proposed that (a) processing interest for affective over cognitive information is captured by meta-bases (i.e., the extent to which people subjectively perceive themselves to rely on affect or cognition in their attitudes) and (b) processing efficiency for affective over cognitive information is captured by structural bases (i.e., the extent to which attitudes are more evaluatively congruent with affect or cognition). Because processing speed can disentangle interest from efficiency by being manifest as longer or shorter reading times, we hypothesized and found that more affective meta-bases predicted longer affective than cognitive reading time when processing efficiency was held constant (Study 1). In contrast, more affective structural bases predicted shorter affective than cognitive reading time when participants were constrained in their ability to allocate resources deliberatively (Study 2). When deliberation was neither encouraged nor constrained, effects for meta-bases and structural bases emerged (Study 3). Implications for affective-cognitive processing and other attitudes-relevant constructs are discussed.