Systematic and heuristic processing of majority- and minority-endorsed messages: The effects of varying outcome relevance and levels of orientation on attitude and message processing

Martin, Robin, Hewstone, Miles and Martin, Pearl Y. (2007) Systematic and heuristic processing of majority- and minority-endorsed messages: The effects of varying outcome relevance and levels of orientation on attitude and message processing. Personality And Social Psychology Bulletin, 33 1: 43-56. doi:10.1177/0146167206294251


Author Martin, Robin
Hewstone, Miles
Martin, Pearl Y.
Title Systematic and heuristic processing of majority- and minority-endorsed messages: The effects of varying outcome relevance and levels of orientation on attitude and message processing
Journal name Personality And Social Psychology Bulletin   Check publisher's open access policy
ISSN 0146-1672
Publication date 2007-01
Sub-type Article (original research)
DOI 10.1177/0146167206294251
Volume 33
Issue 1
Start page 43
End page 56
Total pages 14
Place of publication Thousand Oaks, C.A., U.S.A.
Publisher Sage Publications Inc
Collection year 2008
Language eng
Subject C1
1701 Psychology
Abstract Two experiments investigated the conditions under which majority and minority sources instigate systematic processing of their messages. Both experiments crossed source status (majority vs. minority) with message quality (strong vs. weak arguments). In each experiment, message elaboration was manipulated by varying either motivational (outcome relevance, Experiment 1) or cognitive (orientating tasks, Experiment 2) factors. The results showed that when either motivational or cognitive factors encouraged low message elaboration, there was heuristic acceptance of the majority position without detailed message processing. When the level of message elaboration was intermediate, there was message processing only for the minority source. Finally, when message elaboration was high, there was message processing for both source conditions. These results show that majority and minority influence is sensitive to motivational and cognitive factors that constrain or enhance message elaboration and that both sources can lead to systematic processing under specific circumstances.
Keyword Psychology, Social
social influence
attitude change
majority influence
minority influence
message elaboration
cognitive and motivational tasks
Social-influence
Determinant
Information
Persuasion
Scrutiny
Prejudice
Arguments
Moderator
Consensus
Impact
Q-Index Code C1
Q-Index Status Confirmed Code

 
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Created: Mon, 18 Feb 2008, 16:01:17 EST