Lavine H, Snyder M
Northern Illinois University
J Exp Soc Psychol. 1996 Nov;32(6):580-604. doi: 10.1006/jesp.1996.0026.
In two experiments, we examined the hypothesis that subjective perceptions of message quality mediate the functional matching effect in persuasion. In Experiment 1, participants whose attitudes and behaviors serve primarily a value-expressive function (i.e., low self-monitors) or a social-adjustive function (i.e., high self-monitors) were exposed to persuasive messages that contained value-expressive, social-adjustive, or both types of arguments in favor of voting. Functionally-relevant messages (i.e., the social-adjustive message for high self-monitors and the value-expressive message for low self-monitors) produced enhanced perceptions of message quality and persuasiveness, more positive attitudes, and more message-related behavior than functionally nonrelevant messages. Functionally mixed messages were generally more effective than messages containing only functionally nonrelevant arguments, but less effective than messages containing only functionally relevant arguments. Path analyses indicated that the influence of functional relevance on attitudes and behavior was significantly mediated by subjective perceptions of the quality of the message. In Experiment 2, we exposed participants to a functionally relevant or nonrelevant voting appeal five days before a presidential election. Results replicated those of Experiment 1; functionally relevant messages produced more favorable attitudes, and this effect was mediated by enhanced perceptions of message quality. Finally, postmessage attitudes exerted a significant influence on whether participants voted in the election, and this effect was mediated by voting intentions. Discussion focuses on the subjective nature of message evaluation and on the cognitive processes underlying the functional matching effect in persuasion.
在两项实验中，我们检验了这样一种假设：信息质量的主观认知在说服过程中调节功能匹配效应。在实验1中，态度和行为主要发挥价值表达功能（即低自我监控者）或社会调适功能（即高自我监控者）的参与者，接触到包含支持投票的价值表达、社会调适或两种类型论据的说服性信息。与功能不相关的信息相比，功能相关的信息（即高自我监控者的社会调适信息和低自我监控者的价值表达信息）能提升对信息质量和说服力的认知，产生更积极的态度以及更多与信息相关的行为。功能混合的信息通常比仅包含功能不相关论据的信息更有效，但比仅包含功能相关论据的信息效果要差。路径分析表明，功能相关性对态度和行为的影响显著地由对信息质量的主观认知所调节。在实验2中，我们在总统选举前五天让参与者接触功能相关或不相关的投票呼吁。结果重复了实验1的结果；功能相关的信息产生了更有利的态度，并且这种效应由对信息质量的增强认知所调节。最后，信息后的态度对参与者是否在选举中投票产生了显著影响，并且这种效应由投票意图所调节。讨论聚焦于信息评估的主观性以及说服过程中功能匹配效应背后的认知过程。
