Automaticity and Control in the Effect of Arousal on Persuasion

The study failed to detect the mediating role of accessibility and attribution. This failure is likely to be due to issues related to the measurement sequence. However, the study did show differences in the moderating role of awareness under the different processing strategy conditions. The results show that under substantive processing, awareness reverses the effect of arousal on judgment. These results are consistent with both the predictions based on the spreading activation mechanism and with past research. Under heuristic processing arousal affects judgment only under high-awareness condition, but had insignificant effect under low awareness condition. These results contradict both the hypothesis and earlier research on misattribution. These distinct moderating roles of awareness under different processing conditions can be attributed to differences in the mechanisms underlying the effect of arousal on judgment.

Name thesis:degree_name

Ph.D.

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Business Administration

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2015

Author dc:creator

• Riemer, Hila

Contributors dc:contributor

• Viswanathan, Madhubalan

• Psychology, Experimental

Language dc:language

eng

Identifier

(MiAaPQ)AAI3199124

OAI identifier oai:identifier

oai:www.ideals.illinois.edu:2142/84545