The Role of Intuition Accessibility on the Appraisal and Selection of Media Content

• In Event: Media and Morality

Abstract

The current study tested the media’s ability to prime intuitive motivations, as well the role of these intuitive motivations in influencing the automatic appraisal, controlled reappraisal, and selective exposure of media content. An experiment manipulated the accessibility of altruistic and egoistic intuitions by exposing participants to media content featuring related intuitive motivations and, following exposure, measured the appeal of and subsequent preference for media content. The results are consistent with the model of intuitive morality and exemplars’ predictions that (1) media exposure can influence the temporary salience of altruistic and egoistic intuitive motivations, (2) the salience of intuitive motivations can differentially predict enjoyment versus appreciation of entertainment that either features or deemphasizes conflict those salient intuitions and, (3) once made salient, the enjoyment of altruistic and egoistic intuitions predicts selection of media content featuring those intuitions.

Authors

• Sujay Prabhu, Michigan State University

• Ron Tamborini, Michigan State U

• Pat Idzik, Michigan State University

• Lindsay S Hahn, Michigan State University

• Matthew N Grizzard, University at Buffalo - SUNY

• Lu Wang, Michigan State U