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Easy elaboration: The subjective experience of message processing and persuasion
Unformatted Document Text:  Subjective Experience 7 To test this model and redress concerns with Morley’s model, we used the linear discrepancy model (Hunter, Levine, & Sayers, 1976), which posits that attitude change is a function of a perception of a message’s advocated position, subtracting prior evaluation of the position. Mathematically stated: )) ( ) ( ( ) ( C p D p C p − = ∆ α We used the linear discrepancy model to predict the effect of people’s subjective experience on their message perceptions and their subsequent attitude change toward the message. Baseline attitudes about the message’s advocated position provided a basic estimation of ) (C p . Two messages were constructed; each advocated disparate ends of an issue. These disparate messages were evaluated, allowing us to estimate p(D). Experimental participants read these messages, completed an easy or difficult processing task, and then provided their attitudes toward the message’s topic. When participants had an easier experience processing the message, their perception of the message’s position should match the content of the message. Those who had a difficult experience processing the message, should find the message less plausible, and therefore, be less persuaded by the message. In either case, the model predicts movement in attitudes toward the message (in other words, no boomerang effect). The preceding rationale leads to the following hypothesis: H1: For those evaluating the con message, participants who completed the easy subjective task should evaluate photo enforcement more negatively than those who completed the difficult subjective task. H2: For those evaluating the pro message, participants who completed the easy subjective task should evaluate photo enforcement more positively than those who completed the difficult subjective task.

Authors: Smith, Rachel., Goei, Ryan. and Lindsey, Lisa.
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Subjective Experience 7
To test this model and redress concerns with Morley’s model, we used the linear
discrepancy model (Hunter, Levine, & Sayers, 1976), which posits that attitude change is a
function of a perception of a message’s advocated position, subtracting prior evaluation of the
position. Mathematically stated:
))
(
)
(
(
)
(
C
p
D
p
C
p
=
α
We used the linear discrepancy model to predict the effect of people’s subjective
experience on their message perceptions and their subsequent attitude change toward the
message. Baseline attitudes about the message’s advocated position provided a basic estimation
of
)
(C
p
. Two messages were constructed; each advocated disparate ends of an issue. These
disparate messages were evaluated, allowing us to estimate p(D). Experimental participants read
these messages, completed an easy or difficult processing task, and then provided their attitudes
toward the message’s topic. When participants had an easier experience processing the message,
their perception of the message’s position should match the content of the message. Those who
had a difficult experience processing the message, should find the message less plausible, and
therefore, be less persuaded by the message. In either case, the model predicts movement in
attitudes toward the message (in other words, no boomerang effect). The preceding rationale
leads to the following hypothesis:
H1: For those evaluating the con message, participants who completed the easy
subjective task should evaluate photo enforcement more negatively than those who completed
the difficult subjective task.
H2: For those evaluating the pro message, participants who completed the easy
subjective task should evaluate photo enforcement more positively than those who completed the
difficult subjective task.


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