ERIC Number: ED285106
Record Type: RIE
Publication Date: 1987-May-8
Reference Count: 0
The Role of Technical Knowledge in Attitudinal Learning.
Pratkanis, Anthony R.; And Others
In the 1940s, attitudes were shown to facilitate the learning of agreeable persuasive communications. Post-1960s research, however, has failed to obtain this effect consistently. A study was conducted to investigate the role of technical knowledge in attitudinal learning in the domain of social drinking. Graduate students (N=60) verbally described their position on social drinking and listed all the reasons they knew for and against this issue. Subjects then learned and recalled each of three messages on social drinking. The pro- and anti-drinking messages contained 12 arguments each; the third message argued that people should learn to make pousse-cafes, a layered drink of liqueurs, syrups, and creams. Following the learning phase, subjects responded to computer and written tests of attitudes toward social drinking, drinking-related knowledge, and familiarity with message content. The results revealed that attitudes did not predict the recall of pro- and anti-drinking messages. Attitude was positively related to the possession of technical knowledge--knowledge that would be useful in learning the pousse-cafe message, but not the other socio-political communications. The study found weak attitude and learning effects which were dependent on the amount of technical knowledge in the domain. (NB)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Midwestern Psychological Association (59th, Chicago, IL, May 7-9, 1987).