Abstract
AbstractVerplanken, Hofstee, and Janssen (1998) found that the affective component of attitude is accessed more readily than the cognitive. Three studies further examined these findings in the light of two competing explanations: affective primacy, which states that emotional material is inherently more accessible than cognitive; and evaluative primacy, which states that emotional material is more accessible only if it is inherently more evaluative or supports the overall evaluative basis of attitude. Study 1 measured the accessibility of cognitive and affective traits while equalizing the evaluative nature of these traits. This study found a speed advantage for affective traits, but the attitude objects in this study turned out to be mainly affectively based. Studies 2 and 3, using a mixture of affectively and cognitively based objects, found that the speed advantage for affective terms was only found among affectively based objects; Study 3 also found a speed advantage for cognitive terms among cognitively based objects, and additionally found that individual differences in attitude basis explained part of this interaction. Collectively, these studies show that while affective material may be accessed more quickly than cognitive, this is most true when overall evaluation is based on affect rather than cognition. Copyright © 2004 John Wiley & Sons, Ltd.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
