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Cognitive Dissonance’s Effects on Biased Processing of Counterattitudinal Messages as Predicted by Value-Relevant Involvement

Fri, May 26, 17:00 to 18:15, Hilton San Diego Bayfront, Floor: 2, Indigo Ballroom D

Abstract

This study tested the proposition that the Cho and Boster (2005) value-relevant involvement (VRI) measure can be used to indicate which attitudes are related to the self-concept. Cognitive dissonance theory was used to derive predictions about how VRI would moderate the relationship between the extent to which a message is counter-attitudinal and various indicators of biased processing. 285 students were exposed to one of two messages about a potentially involving topic and the hypothesized outcomes were recorded with an online survey. The data were largely consistent with VRI as an indicator of an attitude being related to the self-concept as well as VRI moderating biased processing outcomes including perceiving bias in the source, disliking the source, and the belief that the source’s supporters have been misled.

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