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Experimental Induction of Biased Systematic Processing: The Directed-Thought Technique

Rutgers-The State University of New Jersey, lakilley{at}rci.rutgers.edu

Blair T. Johnson

Syracuse University, bjohnson{at}syr.edu

The concept of biased systematic processing is usually introduced after the fact to explain deviant persuasion patterns. In contrast, the authors introduce the directed-thought technique, an experimental way to examine induced biased systematic processing. Supporting the efficacy of this technique, two experiments found that directions to think positively or negatively attenuated the effects of the quality of the message on persuasion, even when involvement was high and regardless of whether the message was pro-or counterattitudinal. Instructions to concentrate on negative thoughts also produced negative attitudes, whereas instructions to concentrate on positive thoughts produced positive attitudes. These results confirm a causal role for the valence of cognitive responses in persuasion, which prior research has suggested less directly. The authors make recommendations for the future use of the directed-thought technique, especially regarding its use in understanding the circumstances that can overcome positive or negative message recipient biases.

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