MOTIVATED COGNITIVE PROCESSING AND ATTITUDE-CHANGE

Two experiments investigated cognitive processing and attitudes under different motivations. In Experiment 1, 63 participants had either str ong nondirectional (accuracy) or directional (defensive, impression) m otives. Accuracy motivation resulted in extensive objective processing Defensive motivation resulted in extensive biased processing. Impress ion motivation resulted in extensive processing that was directional i n some measures but balanced in other measures. Cognitive processing m ediated the effects of motivation on attitudes, which were stable acro ss measurements. In Experiment 2, 44 participants processed under two combined strong motivations. Accuracy was successfully combined with d irectional motivation in both processing and attitudes. It reduced bia s when combined with impression motivation but not when combined with defensive motivation. Two opposing directional motivations were diffic ult to combine, and participants eventually abandoned extensive proces sing.