MECHANISMS OF MOMENTUM - DOES THINKING MAKE IT SO

The purpose of this study is to evaluate several potential theoretical frameworks for understanding the social psychological processes under lying the effects of momentum. Using an experimental design embedded w ithin a national survey conducted during the 1992 Democratic president ial primary season, I examined several potential explanations for chan ges in candidate preference that result from changing perceptions of p ublic support. Findings were most supportive of In explanation based o n the cognitive responses elicited by hearing about others' views. Con sensus cues stimulated additional information processing and a reasses sment of the individual's own position; information about mass support for candidates triggered respondents who were only moderately involve d in this decisionmaking process to mentally rehearse potential reason s for supporting or opposing the candidates. By priming these thoughts , people's own opinions were moved in the direction of the arguments t hat would not otherwise have come to mind.