Automaticity and Control in the Effect of Arousal on Persuasion
Riemer, Hila
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https://hdl.handle.net/2142/84545
Description
Title
Automaticity and Control in the Effect of Arousal on Persuasion
Author(s)
Riemer, Hila
Issue Date
2005
Doctoral Committee Chair(s)
Viswanathan, Madhubalan
Department of Study
Business Administration
Discipline
Business Administration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Psychology, Experimental
Language
eng
Abstract
The study failed to detect the mediating role of accessibility and attribution. This failure is likely to be due to issues related to the measurement sequence. However, the study did show differences in the moderating role of awareness under the different processing strategy conditions. The results show that under substantive processing, awareness reverses the effect of arousal on judgment. These results are consistent with both the predictions based on the spreading activation mechanism and with past research. Under heuristic processing arousal affects judgment only under high-awareness condition, but had insignificant effect under low awareness condition. These results contradict both the hypothesis and earlier research on misattribution. These distinct moderating roles of awareness under different processing conditions can be attributed to differences in the mechanisms underlying the effect of arousal on judgment.
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