Original scientific paper

Mood as a Determinant of Attitude Change

Mirjana TONKOVIĆ
Dinka ČORKALO

Abstract

The goal of this research was to examine the effects of
positive and negative mood on message processing,
reflected in the difference that strong and weak messages
have on attitude change. It was also examined how the
presence of peripheral cue combined with a strong vs. weak
message influences attitude change in positive and negative mood. The experiment was a 2 (mood: positive or negative)
x 2 (message quality: weak or strong) x 2 (peripheral cue
present or without peripheral cue) between-subjects factorial
design with control group. The subjects were 132 psychology
students. Results have indicated that both positive and
negative moods lead to systematic processing. Message
strength was the only significant determinant of attitude
change. The subjects who read a strong message changed
the attitude in the pleaded direction. Neither induced mood
nor the presence of peripheral cue, had any impact on
attitude change.

Keywords

Hrčak ID:

17855

URI

https://hrcak.srce.hr/17855

Publication date:

30.6.2005.

Article data in other languages: croatian german

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