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Elaboration, content preference and framing: Effects of “Incompetent Authority” frame in China-made product recall coverage
Unformatted Document Text:  Elaboration, content preference and framing This study synthesizes newsroom culture as a frame building constraint into the stimulus manipulation of framing effect experiments. In support of most hypotheses, we contribute to literature by showing that reader preferences for media contents that resonate with stimulus increased elaboration depth. Yet, in-depth elaboration may not diminish the magnitude of framing effect on attitude or casual attribution. The framing effect theorem and the accessibility bias principle as a basic psychological law (Higgins, 1996; Sedikides & Slovronski, 1991) are supported. Reading media texts carrying framing and/or reasoning devices of the “Incompetent Authority” frame renders related ideas more accessible and retrievable for evaluations (Judd, et al., 1991; Neely, 1977; Schul & Schiff, 1993). By implication, as newsroom culture about China-related coverage is persistent, symbolic devices of this frame could be recurrently applied to present different issues. It presents a coherent frame of reference that repeatedly reinforces readers’ negative evaluation of Chinese products. Apart from the immediate accessibility effects, stable preferences for media contents shape ideas’ activation potential in memory (Higgins, 1996). Cognitions reinforced by repeated exposures to similar contents are more chronically accessible, which enables information processing with less attentional resources (Bargh & Chartrand, 1999; Higgins, 1996; Wyer & Srull, 1989). The contents of the toothpaste recall story chime with the knowledge structures of those who have been closely following consumer news. Speculatively, it could jump-start information processing in these subjects, and bring a large number of related thoughts to the fore of mind. It implies that media influence the cognitive process of frame setting both via immediately exposure to framed stimulus and via relatively long-term cultivation. Moreover, sporadic cues in media texts could also activate thoughts distinct from the

Authors: Pan, Ji.
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Elaboration, content preference and framing
This study synthesizes newsroom culture as a frame building constraint into the 
stimulus manipulation of framing effect experiments. In support of most hypotheses, we 
contribute to literature by showing that reader preferences for media contents that resonate 
with stimulus increased elaboration depth. Yet, in-depth elaboration may not diminish the 
magnitude of framing effect on attitude or casual attribution.  
The framing effect theorem and the accessibility bias principle as a basic psychological 
law (Higgins, 1996; Sedikides & Slovronski, 1991) are supported. Reading media texts 
carrying framing and/or reasoning devices of the “Incompetent Authority” frame renders 
related ideas more accessible and retrievable for evaluations (Judd, et al., 1991; Neely, 1977; 
Schul & Schiff, 1993). By implication, as newsroom culture about China-related coverage is 
persistent, symbolic devices of this frame could be recurrently applied to present different 
issues. It presents a coherent frame of reference that repeatedly reinforces readers’ negative 
evaluation of Chinese products. 
Apart from the immediate accessibility effects, stable preferences for media contents 
shape ideas’ activation potential in memory (Higgins, 1996). Cognitions reinforced by 
repeated exposures to similar contents are more chronically accessible, which enables 
information processing with less attentional resources (Bargh & Chartrand, 1999; Higgins, 
1996; Wyer & Srull, 1989). The contents of the toothpaste recall story chime with the 
knowledge structures of those who have been closely following consumer news. 
Speculatively, it could jump-start information processing in these subjects, and bring a large 
number of related thoughts to the fore of mind. It implies that media influence the cognitive 
process of frame setting both via immediately exposure to framed stimulus and via relatively 
long-term cultivation.  
Moreover, sporadic cues in media texts could also activate thoughts distinct from the 


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