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This version was published on June 1, 2008
Personality and Social Psychology Bulletin, Vol. 34, No. 6, 769-778 (2008)
DOI: 10.1177/0146167208314871
© 2008 Society for Personality and Social Psychology, Inc.

Should Persuasion Be Affective or Cognitive? The Moderating Effects of Need for Affect and Need for Cognition

Geoffrey Haddock

Cardiff University, haddockgg{at}cardiff.ac.uk

Gregory R. Maio

Cardiff University, maio{at}cardiff.ac.uk

Karin Arnold

Cardiff University

Thomas Huskinson

Cardiff University

Three experiments tested the hypothesis that need for affect and need for cognition influence receptivity to affect- and cognition-based persuasive messages. Experiment 1 found that an affective message elicited more positive attitudes among individuals high in need for affect and low in need for cognition, whereas a cognitive message elicited more positive attitudes among individuals low in need for affect and high in need for cognition. Experiment 2 found that individual differences in need for affect influenced receptivity to an affect-based (but not cognition-based) message, whereas individual differences in need for cognition influenced receptivity to a cognition-based (but not affect-based) message. Experiment 3 found that individual differences in need for affect were associated with increased recognition of information from an affect-based (but not cognition-based) message, whereas individual differences in need for cognition were associated with increased recognition of information from a cognition-based (but not affect-based) message. Overall, the studies point to the importance of individual differences in need for affect and need for cognition in understanding how individuals respond to different types of persuasive messages.

Key Words: affect • cognition • persuasion • message content


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