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Studied the relation among need for cognition (NFC), message processing, and persuasion. 57 pairs of undergraduates holding approximately the same attitude toward instituting senior comprehensive exams but differing widely in their scores on a NFC scale participated in Exp I. Ss read a set of either strong or weak arguments supporting the recommendation that senior comprehensive exams be instituted. Results reveal that argument quality had a greater impact on the message evaluations and source impressions provided by Ss high than by those low in NFC and that Ss high in NFC reported expending more cognitive effort and recalled more message arguments regardless of argument quality. The findings from Exp I were replicated in Exp II (110 female undergraduates) with a different topic (ie, raising student tuition) and cover story. The inclusion of a postcommunication attitude measure revealed that the …