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Token Reinforcement and Selective Exposure to Persuasion
Elliott McGinnies1, Richard Wellins1, Rose Rolando O'Neal1
1a The American University.
The Journal of Social Psychology
|January 31, 2017
Summary
Token reinforcement effectively shaped listening preferences for persuasive messages in undergraduates. Participants reinforced for positive arguments listened longer to related messages, demonstrating selective exposure.
Area of Science:
- Psychology
- Behavioral Science
- Communication Studies
Background:
- Selective exposure to persuasive messages is influenced by various factors.
- Understanding how reinforcement impacts message preference is crucial for communication strategies.
Purpose of the Study:
- To investigate the effectiveness of token reinforcement in shaping listening preferences for persuasive messages.
- To determine if reinforcement influences selective exposure to arguments.
Main Methods:
- 54 undergraduates were presented with persuasive messages and received token reinforcers for choosing specific arguments.
- Participants' awareness of the reinforcement contingency was assessed.
- Listening time to messages containing reinforced arguments was compared between reinforced and nonreinforced groups.
Main Results:
- Reinforcement effectively conditioned preferences for positive arguments but not for negative ones.
- Participants unaware of the manipulation listened longer to messages aligned with previously reinforced arguments.
- Awareness of the reinforcement contingency did not guarantee conditioning for all participants.
Conclusions:
- Token reinforcement can effectively determine selective exposure to persuasive messages under certain conditions.
- Behavioral conditioning principles can be applied to influence audience engagement with specific content.
- Further research is needed to explore the nuances of reinforcement in shaping communication preferences.
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