Social influence and external feedback control in humans

This article aims to unravel the dynamics of social influence by examining the processes that occur when one person is the target of another's influence. We hypothesized that these processes are part of a feedback loop system in an individual. This loop involves the situation (input), a goal state (reference), a comparator, a selection mechanism, a feedback predictor, and an action (output). Each element can become the target of social influence, and different types of social influence can be classified and explained by how these elements are targeted. For instance, attempting to persuade another person with strong arguments targets the goal state of the affected individual, while obedience targets the selection mechanism, and violence targets the action. In summary, this article aims to categorize, order, and explain phenomena in social influence research using a feedback loop framework focusing on the influenced individual.

Examining the Context and Content of Organizational Solidarity Statements on Black Americans' Expectations of Identity Safety

Despite the increasing use of organizational solidarity statements following instances of social injustice, little-to-no research has examined whether these statements signal inclusion for minoritized groups. The present work investigates how different types of solidarity statements affect Black Americans' sense of identity safety and assesses mechanisms underlying their responses. Across three online experiments, Black Americans recruited from Prolific Academic (N = 1,668) saw solidarity statements from a fictional organization that were either written in response to a race-related event at the societal level (e.g., George Floyd's murder; Studies 1-2) or an instance of racism occurring at the organizational level (Study 3). The statements were manipulated on three dimensions: acknowledgment of systemic racism, acknowledgment of organizational racism, and inclusion of concrete actions to address racism (Study 2). Findings showed that statements which acknowledged systemic racism or included actions to address racism were more likely to increase identity safety, whereas statements acknowledging racist organizational practices were relatively less effective at promoting identity safety. Feelings of identity safety emerged via decreased perceptions that the organization was engaging in performative allyship and/or increased perceptions of procedural fairness. Collectively, findings elucidate features of organizational solidarity statements that are more (versus less) effective for promoting identity safety among Black Americans.

Brain and behavioral contributions to individual choices in response to affective-cognitive persuasion

Affective and cognitive information conveyed by persuasive stimuli is evaluated and integrated by individuals according to their behavioral predispositions. However, the neurocognitive structure that supports persuasion based on either affective or cognitive content is poorly understood. Here, we examine the neural and behavioral processes supporting choices based on affective and cognitive persuasion by integrating 4 information processing features: intrinsic brain connectivity, stimulus-evoked brain activity, intrinsic affective-cognitive orientation, and explicit target evaluations. We found that the intrinsic cross-network connections of a multimodal fronto-parietal network are associated with individual affective-cognitive orientation. Moreover, using a cross-validated classifier, we found that individuals' intrinsic brain-behavioral dimensions, such as affective-cognitive orientation and intrinsic brain connectivity, can predict individual choices between affective and cognitive targets. Our findings show that affective- and cognitive-based choices rely on multiple sources, including behavioral orientation, stimulus evaluation, and intrinsic functional brain architecture.

Identity effects in social media

Identity cues appear ubiquitously alongside content in social media today. Some also suggest universal identification, with names and other cues, as a useful deterrent to harmful behaviours online. Unfortunately, we know little about the effects of identity cues on opinions and online behaviours. Here we used a large-scale longitudinal field experiment to estimate the extent to which identity cues affect how people form opinions about and interact with content online. We randomly assigned content produced on a social news aggregation website to 'identified' and 'anonymous' conditions to estimate the causal effect of identity cues on how viewers vote and reply to content. The effects of identity cues were significant and heterogeneous, accounting for between 28% and 61% of the variation in voting associated with commenters' production, reputation and reciprocity. Our results also showed that identity cues cause people to vote on content faster (consistent with heuristic processing) and to vote according to content producers' reputations, production history and reciprocal votes with content viewers. These results provide evidence that rich-get-richer dynamics and inequality in social content evaluation are mediated by identity cues. They also provide insights into the evolution of status in online communities. From a practical perspective, we show via simulation that social platforms may improve content quality by including votes on anonymized content as a ranking signal.

Values and attitude certainty: The case for attitude clarity and correctness

Three studies examined how the perception that one's attitudes are based in values affects attitude clarity and correctness. Specifically, perceiving that one's attitude is based in important values increases attitude clarity (the subjective sense that one knows one's attitude) but not attitude correctness (the subjective sense that the attitude is correct). To test this, participants read a counterattitudinal message and were given feedback about the basis of their attitude. Relative to participants who learned that their attitudes were weakly based in values, participants who were told that their attitudes were strongly based in values reported greater attitude clarity than correctness (Study 1). Similarly, increases in attitude clarity from having an attitude based in values increased the perception that participants effortfully processed the message (Studies 2 and 3), the belief that participants more successfully resisted the message, and participants' intentions to act on the attitude.

The matching effect in persuasive communication about lockdown

Scientific literature about persuasion has shown that the effectiveness of persuasive communication may depend on the match between the affective or cognitive contents of the message and the affective [(Need for Affect (NFA)] or cognitive [Need for Cognition (NFC)] orientation of the recipient. The present work aims to contribute to studying this effect by considering the context of health-related communication during the SARS-CoV-2 infection. Specifically, we aim to demonstrate that, when the message is characterized by affective and cognitive contents having the same (congruent message) or different valence (incongruent message), the attitude toward the target (i.e., a new lockdown) will be guided by the valence of the contents matching the individual affective/cognitive orientation. A total of 1,003 participants took part in a 2 (Cognitive content message: Positive vs. Negative) × 2 (Affective content message: Positive vs. Negative) factorial design and answered an online questionnaire. Results show that people with high levels of NFA and low levels of NFC report attitudes toward lockdown consistent with the valence of the affective contents. Conversely, attitudes of people with high levels of NFC and low levels of NFA were not influenced by contents that matched their orientation (i.e., cognitive).

Party over pandemic: Polarized trust in political leaders and experts explains public support for COVID-19 policies

Two experiments examined the polarization of public support for COVID-19 policies due to people’s (lack of) trust in political leaders and nonpartisan experts. In diverse samples in the United States (Experiment 1; N = 1,802) and the United Kingdom (Experiment 2; N = 1,825), participants evaluated COVID-19 policies that were framed as proposed by ingroup political leaders, outgroup political leaders, nonpartisan experts, or, in the United States, a bipartisan group of political leaders. At the time of the study in April 2020, COVID-19 was an unfamiliar and shared threat. Therefore, there were theoretical reasons suggesting that attitudes toward COVID-19 policy may not have been politically polarized. Yet, our results demonstrated that even relatively early in the pandemic people supported policies from ingroup political leaders more than the same policies from outgroup leaders, extending prior research on how people align their policy stances to political elites from their own parties. People also trusted experts and ingroup political leaders more than they did outgroup political leaders. Partly because of this polarized trust, policies from experts and bipartisan groups were more widely supported than policies from ingroup political leaders. These results illustrate the potentially detrimental role political leaders may play and the potential for effective leadership by bipartisan groups and nonpartisan experts in shaping public policy attitudes during crises.

Connecting Attitude Position and Function: The Role of Self-Esteem

Attitude position and function often are discussed as though they are distinct aspects of attitudes, but scholars have become increasingly interested in how they may interface. We extend existing work showing that people view their positive attitudes as more self-defining than their negative attitudes (i.e., the positivity effect). All datasets support that the positivity effect emerged most strongly among high self-esteem individuals and was attenuated, eliminated, or even reversed among low self-esteem individuals. Furthermore, Study 4 uses a broad array of individual difference measures to triangulate that the higher self-enhancement motivation associated with high self-esteem, rather than merely the positive self-worth of high self-esteem people, is responsible for moderating the positivity effect. In sum, the present work establishes boundary conditions for an important phenomenon in the attitudes literature, develops understanding of the far-ranging implications of trait self-esteem, and illuminates the psychological motivations that connect attitude position and function.

Vaccinating across the aisle: using co-partisan source cues to encourage COVID-19 vaccine uptake in the ideological right

Overcoming the COVID-19 pandemic in the United States will require most Americans to vaccinate against the disease. However, considerable research suggests that a significant proportion of Americans intend to forego vaccination, putting pandemic recovery at risk. Republicans are one of the largest groups of COVID-19 vaccine hesitant individuals. Therefore, identifying strategies to reduce vaccine hesitancy within this group is vital to ending the pandemic. In this study, we investigate the effectiveness of messages from co-partisan sources in reducing vaccine hesitancy. In a large (N = 3000) and demographically representative survey, we find that exposing “Middle-of-the-Road” partisans to pro-vaccine messages from co-partisan source cues reduces vaccine hesitancy. However, for those who identify as “Strong” or “Weak” partisans, we find no statistically significant differences in vaccination intentions when exposed to pro-vaccine messages from co-partisan sources. We conclude by discussing how our findings are helpful for vaccine communication efforts.

Visualizing science: The impact of infographics on free recall, elaboration, and attitude change for genetically modified foods news

Within the theoretical frameworks of the dual coding theory, this study examined how the implementation of infographics would influence audiences' cognitive responses to science news reporting topics of genetically modified food and bioengineering. A total of 280 participants were randomly assigned to view news articles that report genetically modified food information presented via infographics or text. Findings showed that the participants recalled more information, elaborated more message-relevant thoughts, and had more favorable attitude changes toward the genetically modified foods when science news content is presented in infographics compared with text. Theoretical and practical implications are discussed herein.

Politicians polarize and experts depolarize public support for COVID-19 management policies across countries

Political polarization impeded public support for policies to address the spread of COVID-19, much as polarization hinders responses to other societal challenges. The present cross-country study demonstrates how the cues from political elites and affective polarization are analogous across countries addressing COVID-19. Far from being an outlier, the United States faces polarization challenges similar to those of other countries. Importantly, the results demonstrate that policies to combat public health crises are more supported when proposed by nonpartisan experts and bipartisan coalitions of political leaders. These results provide clear guidance on depolarizing communication strategies to improve global responses to health crises.

Political polarization impeded public support for policies to reduce the spread of COVID-19, much as polarization hinders responses to other contemporary challenges. Unlike previous theory and research that focused on the United States, the present research examined the effects of political elite cues and affective polarization on support for policies to manage the COVID-19 pandemic in seven countries (n = 12,955): Brazil, Israel, Italy, South Korea, Sweden, the United Kingdom, and the United States. Across countries, cues from political elites polarized public attitudes toward COVID-19 policies. Liberal and conservative respondents supported policies proposed by ingroup politicians and parties more than the same policies from outgroup politicians and parties. Respondents disliked, distrusted, and felt cold toward outgroup political elites, whereas they liked, trusted, and felt warm toward both ingroup political elites and nonpartisan experts. This affective polarization was correlated with policy support. These findings imply that policies from bipartisan coalitions and nonpartisan experts would be less polarizing, enjoying broader public support. Indeed, across countries, policies from bipartisan coalitions and experts were more widely supported. A follow-up experiment replicated these findings among US respondents considering international vaccine distribution policies. The polarizing effects of partisan elites and affective polarization emerged across nations that vary in cultures, ideologies, and political systems. Contrary to some propositions, the United States was not exceptionally polarized. Rather, these results suggest that polarizing processes emerged simply from categorizing people into political ingroups and outgroups. Political elites drive polarization globally, but nonpartisan experts can help resolve the conflicts that arise from it.

Persuasive Effects of Message Framing and Narrative Format on Promoting COVID-19 Vaccination: A Study on Chinese College Students

During a public health crisis, the provision and dissemination of health-related information are important for the relevant authorities to keep the public informed. By using different types of message framing, the authorities can effectively guide and persuade people to adopt health-related behaviors (such as vaccination). In this study, a web-based experiment using a 2 × 2 (message framing: gain framing versus loss framing) × (message presentation: narrative versus non-narrative) design was conducted to investigate the effects of different message frames on vaccination promotion. In total, 298 college students were recruited to participate in this study. The results suggest that, for message framing, loss-framed (vs. gain-framed) messages lead to higher intentions to get vaccinated. Furthermore, compared with non-narrative messages, narrative messages are more persuasive in promoting vaccination behavior. However, the interaction effect between gain-loss message framing and narrative framing is not significant. Additionally, perceived severity, perceived benefits, and perceived costs mediate the effect of narrative framing on behavioral intentions. In other words, compared with non-narrative messages, narrative messages lead to higher levels of perceived severity and perceived benefits, and a lower level of perceived costs, which in turn increase intentions to get vaccinated. This paper provides insightful implications for both researchers and practitioners.

When the Underdog Positioning Backfires! The Effects of Ethical Transgressions on Attitudes Toward Underdog Brands

This research investigates the novel link between consumers’ support for underdog brands and their ethical expectations of such brands and finds that the underdog brand positioning may not always be beneficial. Rather, we argue that the identification-based supporting motivation for underdog brands may backfire when the accompanying specific moral expectation is not satisfied. Study 1 demonstrates that the underdog brand falls into an ethical trap in which consumers judge the brand more harshly when ethical transgressions are committed. In Study 2, the psychological underlying mechanism for this ethical underdog trap effect is proved to be perceived betrayal. In Study 3, a boundary condition, community-related (vs. autonomy-related) transgressions, is explored. In Study 4, the three types of transgressions (autonomy, community, and functional) and the mediating effects of perceived betrayal are tested in integrated research design. Finally, theoretical and managerial implications are discussed, followed by conclusions.

Activist identity construction of Madam C.J. Walker

Purpose

The purpose of this paper is twofold. First, this paper seeks to formalize a definition of activist entrepreneurship and differentiate it from social entrepreneurship. Second, this paper proposes a model that explains how the storytelling process, in the form of the message and means of communication, influences the activist identity process and consequently the legitimacy of the activist entrepreneur.

Design/methodology/approach

This paper explains the historical method and offers an overview of the unique case of Madam C.J. Walker and analyzes how she gained legitimacy as an activist entrepreneur by conveying psychological capital (Psycap) concepts in her message and political skill in the means of her communication. The paper also analyzed books being written on her and also letters that were exchanged between herself and her lawyer F.B. Ransom.

Findings

The authors have found out that Madam Walker used Psycap elements such as self-efficacy, hope, resiliency and optimism as message and elements of political skill such as social astuteness, interpersonal skill, networking ability and apparent sincerity as means to communicate the message toward her followers and built a legitimate social identity where she had won the trust of them.

Research limitations/implications

The primary limitation of this paper is that it is theoretical in nature and uses only one case study to support the theoretical model. However, when analyzing complex relationships, historical cases offer a wealth of insight to solve the problem at hand.

Originality/value

By using the elements of the model discussed in the research paper properly, people could create a legitimate identity for themselves where any message they give to their employees, colleagues and sub-ordinates would be viewed as a selfless one and that would increase the chances of their messages or orders being accepted and obeyed by the followers.

Big Five and HEXACO Personality Traits, Proenvironmental Attitudes, and Behaviors: A Meta-Analysis

With climate change and its consequences believed to be among the most vital challenges for humanity and the Earth's ecosystem, it is important to understand why individuals do or do not adopt proenvironmental attitudes and behaviors. Personality traits are well suited for this purpose. Because no recent work has systematically combined the accumulating evidence on this topic, we aimed to meta-analyze the associations of the Big Five and HEXACO personality domains with proenvironmental attitudes and behaviors. A meta-analysis of 38 sources (N = 44,993) implicated openness and honesty-humility as the strongest correlates of proenvironmental attitudes (r = .22 and .20) and behaviors (r = .21 and .25). Agreeableness, conscientiousness, and, to a lesser extent, extraversion were also associated with proenvironmental attitudes (r = .15, .12, and .09) and behaviors (r = .10, .11, and .10). Heterogeneity among effect sizes was partly explained by samples' gender ratio, age, and country of origin and by the personality model. P-curve analyses, funnel plots, and Egger's tests indicated significant but sporadic and small publication bias. As a validity test, the meta-analytic associations collectively provided substantial predictive accuracy for proenvironmental attitudes (r = .44-.45) and behaviors (r = .28-.43) in independent holdout samples.

Exploring the Role of Incidental and Integral Compassion and Anger in Health Communication about Pollution

Scholars have examined two types of emotions, namely, incidental and integral emotions, in health communication on the basis of the source of elicitation. Despite numerous studies on the independent effects of these two types of emotions, limited research exists on how emotions may interact to influence health communication outcomes, including support for health-improving policies. To augment current knowledge, this study conducted a 2 (incidental: compassion vs. anger) × 2 (integral: compassion vs. anger) between-subjects factorial experiment in the context of the human health effects of pollution. Results showed a main effect of the incidental compassion (vs. anger) condition on protective policy support, which was mediated by self-reported compassion. In addition, this main effect was moderated by political ideology such that it was found among moderates and conservatives, but not liberals. No interaction effects were observed. These findings contribute to the literature by exploring how incidental and integral emotions may or may not interact and by complementing existing research on the moderating effect of political ideology regarding environment-related messaging.

A Mixed Methods Approach to Creating Depression Public Service Announcements by Collaborating with People with Depressive Symptomatology

Depression is a treatable condition; unfortunately, many do not seek help. Depression public service announcements (D-PSAs) are one means of increasing help-seeking behavior. However, as Beck's cognitive theory of depression indicates, it can be challenging to persuade people with depression. Although there have been successful D-PSAs, some have been ineffective or led to boomerang effects. With the goal of providing guidance for future messages, we use a mixed-methods approach to assess how people with heightened depressive symptomatology perceive motivations and barriers regarding help-seeking. Study 1 participants (N = 186), with and without depressive symptomatology, provided motivations and barriers to seeking help for depression. Study 1's qualitative analysis determined 112 motivations and 124 barriers to help-seeking. Study 2 participants (N= 214), all with heightened depressive symptomatology, rated the motivations and barriers from Study 1 on their attitude function, importance, awareness, and argument strength. This insight guided successful D-PSA creation in a follow-up study, reported elsewhere. The methodological approach utilized, and the specific motivations and barriers revealed, will ideally assist scholars and practitioners seeking to develop future D-PSAs.

Motorized Recreation Sounds Influence Nature Scene Evaluations: The Role of Attitude Moderators

Soundscape assessment takes many forms, including letting the consequences of the soundscape be an indicator of soundscape quality or value. As a result, much social science research has been conducted to better quantify problem soundscapes and the subsequent effects on humans exposed to them. Visual evaluations of natural environments are one area where research has consistently shown detrimental effects of noisy or anthropogenic soundscapes (e.g., those containing noise from motorized recreation), but the potential moderating role of individual attitudes toward elements within the soundscape has not been sufficiently explored. This study demonstrates that both pro-motorized recreation and pro-motorized recreation management attitudes can alter the effect of motorized recreation noise on scenic evaluations in opposing directions. Pro-recreation attitudes lessen the effect of the soundscape, while pro-management attitudes heighten the negative effect of anthropogenic sounds on scenic evaluation. The implications for other areas of soundscape research, especially with regard to soundscape quality assessment through experienced outcomes, are discussed, including possible strategies for prioritizing known or relevant moderating variables.

Increasing Help-Seeking Outcomes among People with Elevated Depressive Symptomatology with Public Service Announcements: An Examination of Functional Matching and Message Sidedness

The current experimental study assessed the utility, and potential harm, of depression public service announcements (D-PSAs) that were matched, moderately matched, or mismatched based on attitude function (i.e., social-adjustive or object-appraisal) and either one-sided or refutational two-sided. US adults (N = 567) with mild to severe depressive symptomatology were randomly assigned to view control messages or one set of D-PSAs. Results indicate that functionally matched D-PSAs, regardless of message sidedness, caused more favorable help-seeking outcome expectations, attitudes, and intentions compared to the control messages. Exposure to the mismatched D-PSAs, particularly refutational, led to less-favorable help-seeking outcome expectations, attitudes, and intentions compared with the control condition. Help-seeking outcomes among those exposed to the moderately matched messages were not significantly different from those exposed to the control messages, with the exception of those exposed to the one-sided moderately matched messages. The one-sided moderately matched messages resulted in lower help-seeking intentions than the control messages. Overall, results indicate that if messages can be tailored to match the recipients' attitude functions, help-seeking outcomes among people with heightened depressive symptomatology can be increased. However, the results also indicate that some D-PSAs can have negative effects.

The Impact of Agentic and Communal Exercise Messages on Individuals' Exercise Class Attitudes, Self-Efficacy Beliefs, and Intention to Attend

We tested the effects of advertisements about a fictitious exercise class-derived using the theoretical constructs of agency and communion-on recipients' perceptions about, and interest in, the class. The final sample consisted of 150 adults (M_age = 44.69, SD = 15.83). Results revealed that participants who received a communal-oriented message reported significantly greater exercise task self-efficacy and more positive affective attitudes relative to those who received an agentic-oriented message. Communal (relative to agentic) messages were also indirectly responsible for greater intentions to attend the class, via more positive self-efficacy beliefs and affective attitudes. These findings were obtained despite the use of another manipulation to orient participants to either agency or communion goals. The results indicate that the primacy of communion over agency for message recipients may extend to exercise settings and may occur irrespective of whether participants are situationally oriented toward agency or communion.

When Is Congruency Helpful? Interactive Effects of Frame, Motivational Orientation, and Perceived Message Quality on Fruit and Vegetable Consumption

Health messages framed to be congruent with people's motivational orientation have been shown to be generally effective in promoting health behavior change, but some inconsistencies have been found. This study tested whether the perceived quality of a health message moderated the congruency effect in the domain of fruit and vegetable (FV) consumption. Undergraduate participants (N = 109) read a health message promoting FV intake in which the frame (gain vs. loss) was either congruent or incongruent with their approach/avoidance motivational orientation. Perceived message quality and intention to increase FV intake were assessed after message exposure, and self-reported FV intake was assessed one week later. A significant interaction between congruency and perceived message quality was found on both intention and FV intake. When messages were congruent, higher intentions and FV intake were observed when perceived message quality was high, but the reverse pattern was observed when perceived message quality was low. The findings support the potential utility of using congruently-framed messages to promote fruit and vegetable consumption, while also underscoring the necessity of using high-quality messages in order for congruency to influence health-related behaviors.

Power and Persuasion: Processes by Which Perceived Power Can Influence Evaluative Judgments

The present review focuses on how power—as a perception regarding the self, the source of the message, or the message itself—affects persuasion. Contemporary findings suggest that perceived power can increase or decrease persuasion depending on the circumstances and thus might result in both short-term and long-term consequences for behavior. Given that perceptions of power can produce different, and even opposite, effects on persuasion, it might seem that any relationship is possible and thus prediction is elusive or impossible. In contrast, the present review provides a unified perspective to understand and organize the psychological literature on the relationship between perceived power and persuasion. To accomplish this objective, present review identifies distinct mechanisms by which perceptions of power can influence persuasion and discusses when these mechanisms are likely to operate. In doing so, this article provides a structured approach for studying power and persuasion via antecedents, consequences, underlying psychological processes, and moderators. Finally, the article also discusses how power can affect evaluative judgments more broadly.

Are Some Attitudes More Self-Defining Than Others? Assessing Self-Related Attitude Functions and Their Consequences

Attitudes serve multiple functions, some related to the self-concept. We call attitudes that help people define who they are “self-defining.” Across four studies, we tested a brief self-report measure of the extent to which an attitude is self-defining. Studies 1 and 2 showed that self-defining attitudes tend to be extreme, positive, and unambivalent. Studies 3 and 4 produced two main findings. First, self-definition was related to, but not redundant with, a number of other characteristics of the attitude (e.g., attitude certainty). Second, self-definition predicted participants’ intentions to spontaneously advocate and, in Study 4, their reactions to an opportunity to advocate behaviorally (i.e., writing about their attitude in an optional response box) following a self-threat. Overall, the results highlight the utility of this approach and, more broadly, demonstrate the value of considering the role of the self in attitudinal processes, and vice versa.

How “Fun/Importance” Fit Affects Performance: Relating Implicit Theories to Instructions

People experience a regulatory fit when they employ means of goal pursuit that fit their regulatory orientation, and this fit increases motivation that can enhance performance. The present studies extend previous research on regulatory fit to the classic motivational variables of fun and importance. They also examine for the first time the effect on performance of the fit between individuals' implicit theories about a task's fun or importance and their strategic engagement of the task as fun or important as induced by task instructions. In all three studies, task performance was better when the external task instructions “fit” rather than did not fit participants' implicit theory for the task. The implications of these findings for understanding the motivational effects of fun and importance are discussed.

Self-Guide Framing and Persuasion: Responsibly Increasing Message Processing to Ideal Levels

The current research examines the effect that framing persuasive messages in terms of self-guides (ideal vs. ought) has on the attitudes and cognitive responses of individuals with chronic ideal versus ought self-guides. The strength of participants’ ideal and ought self-guides and the magnitude of participants’ ideal and ought self-discrepancies were measured using a computerized reaction time program. One week later, participants read a persuasive message about a fictional breakfast product, framed in terms of either ideals or oughts. Matching framing to stronger self-guide led to enhanced message processing activity, especially among individuals who were low in need for cognition. Individuals who read messages framed to match their stronger self-guides paid more attention to argument quality, as reflected in their attitudes and cognitive responses. Messages with self-guide framing that matched individuals’ stronger self-discrepancies did not have this effect on processing.

Heart Versus Mind

Abstract. Several researchers have pursued the question of whether affective or cognitive persuasion appeals are more successful in changing attitudes. The vast majority of studies in this field have found that the persuasiveness of affective and cognitive appeals depends on the extent to which recipients’ existing attitudes are based on affect or cognition: Affective messages are more successful in changing affect-based attitudes; cognitive messages are more successful in changing cognition-based attitudes. However, research to date has not uncovered the processes leading to these effects. In the present article it is argued that there are two plausible explanations. First, matching messages to informational attitude bases might heighten message scrutiny. This would mean that a central process underlies the effects. Second, a peripheral process might account for the effects. Specifically, processing fluency might act as a peripheral cue. The results of an experimental study clearly suggest that that processing fluency underlies the effects.

From Gulf to Bridge

Much of contemporary American political rhetoric is characterized by liberals and conservatives advancing arguments for the morality of their respective political positions. However, research suggests such moral rhetoric is largely ineffective for persuading those who do not already hold one’s position because advocates advancing these arguments fail to account for the divergent moral commitments that undergird America’s political divisions. Building on this, we hypothesize that (a) political advocates spontaneously make arguments grounded in their own moral values, not the values of those targeted for persuasion, and (b) political arguments reframed to appeal to the moral values of those holding the opposing political position are typically more effective. We find support for these claims across six studies involving diverse political issues, including same-sex marriage, universal health care, military spending, and adopting English as the nation's official langauge. Mediation and moderation analyses further indicated that reframed moral appeals were persuasive because they increased the apparent agreement between the political position and the targeted individuals’ moral values.

Validity and Reliability of the Spanish Version of the Revised Self-Monitoring Scale

Self-Monitoring (SM) is a concept that refers to individual differences in this orientation toward regulation of social behavior. The goal of the present research was to provide a Spanish adaptation of Snyder and Gangestad's (1986) Revised SM Scale. After conducting an initial pilot study, results showed that the Spanish version of the scale had good internal reliability and adequate factor structure. In Study 1, analyses support a unidimensional structure of the scale (χ2/df = 2.64; GFI = .97; IFI = .97; TLI = .96; RMSEA = .06). In Study 2, the scale showed discriminant validity from other individual differences measures, such as Need for Cognition (r = 0.12 p = 0.14), Social Desirability (r = 0.06, p > .45) and Extraversion (r = 0.28 p = .001). In Study 3, the scale showed adequate test-retest reliability (r = 0.71, p < .001). Finally, using a paradigm of attitude-behavior consistenty, Study 4 showed that the validated scale also had good predictive validity (B = -0.819, p = .035).