Authors
Nicole D Mayer, Zakary L Tormala
Publication date
2010/4
Journal
Personality and social psychology bulletin
Volume
36
Issue
4
Pages
443-454
Publisher
Sage Publications
Description
Three studies explored think (“I think . . . ”) versus feel (“I feel . . . ”) message framing effects on persuasion.The authors propose a matching hypothesis, suggesting that think framing will be more persuasive when the target attitude or message recipient is cognitively oriented, whereas feel framing will be more persuasive when the target attitude or message recipient is affectively oriented. Study 1 presented cognitively and affectively oriented individuals with a think- or feel-framed message. Study 2 primed cognitive or affective orientation and then presented a think- or feel-framed message. Study 3 presented male and female participants with an advertisement containing think- or feel-framed arguments. Results indicated that think (feel) framing was more persuasive when the target attitude or recipient was cognitively (affectively) oriented. Moreover, Study 2 demonstrated that this matching effect was mediated by …
Total citations
Scholar articles
ND Mayer, ZL Tormala - Personality and social psychology bulletin, 2010