Using Spinozan processing theory to predict the perceived likelihood of persuasive message claims: when message recall matters

• Autores: Christopher J. Carpenter
• Localización: Southern communication journal, ISSN 1041-794X, Vol. 83, nº 1, 2018, págs. 1-12
• Idioma: inglés
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• Resumen

  • The relationship between message recall and the perceived likelihood of claims made in the message can be understood by applying Spinozan processing theory. An experiment was conducted by varying evidence type, measuring need to evaluate, and message recall with N = 210 and found evidence consistent with a predicted 3-way interaction. With memory-based processing, the recall-perceived claim likelihood relationship was positive regardless of evidence presence. With online processing that relationship was only substantial when the message included evidence. These results show the importance of studying the impact of recall on persuasion with Spinozan theory.