ERIC Number: ED225038
Record Type: RIE
Publication Date: 1982-May
Reference Count: 0
Personal Involvement and the Generalizability of Salience Effects.
Howard-Pitney, Beth; Borgida, Eugene
Previous research in social cognition has established that "top of the head" processing is a robust inferential bias, even in engrossing task situations. Three experiments were conducted to examine the generalizability of perceptual salience effects. In each experiment, salience was manipulated by varying the visual prominence of discussants in a two-person conversation. In two experiments involvement was manipulated, and in a third experiment, involvement was operationalized as a subject variable. Analyses of results showed that, as expected, ratings of highly involved perceivers reflected more systematic procesing of message arguments, regardless of which discussant was visually salient, whereas ratings of less involved perceivers reflected "top of the head" processing. The findings suggest that the study of personal involvement is a fruitful direction for social cognition researchers. (Author/JAC)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Personal Involvement; Salience Effects
Note: Paper presented at the Annual Meeting of the Midwestern Psychological Association (54th, Minneapolis, MN, May 6-8, 1982).