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Personality and Social Psychology Bulletin, Vol. 27, No. 3, 332-344 (2001)
DOI: 10.1177/0146167201273007
© 2001 Society for Personality and Social Psychology, Inc.

Motivation to Think and Order Effects in Persuasion: The Moderating Role of Chunking

Richard E. Petty

The Ohio State University, petty.1{at}osu.edu

Zakary L. Tormala

The Ohio State University

Chris Hawkins

The Ohio State University

Duane T. Wegener

Purdue University

Two studies examined the hypothesis that chunking—defined as the degree to which information is grouped into explicitly labeled categories of distinct valence—moderates the impact of motivation to think on order effects in persuasion. Studies 1 and 2 examined motivation to think in terms of perceived personal relevance and need for cognition, respectively. In both studies, participants read arguments for and against a hypothetical exam policy. These arguments were presented in varying orders and in either a chunked or an unchunked format. Results were consistent with the predictions: Under chunked conditions, participants who were highly motivated to think were more susceptible to primacy effects than were those low in motivation to think. Under unchunked conditions, this pattern was reversed—those highly motivated to think were more susceptible to recency effects than those low in motivation to think.


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 Pers Soc Psychol BullHome page
Z. L. Tormala and J. J. Clarkson
Assimilation and Contrast in Persuasion: The Effects of Source Credibility in Multiple Message Situations
Pers Soc Psychol Bull, April 1, 2007; 33(4): 559 - 571.
[Abstract] [PDF]