Polarization of Attitudes as a Function of Mortality Salience: A Meta-Cognitive Analysis.

Abstract

The present study analyzes how attitudes can polarize after reminders of death in the context of persuasion, and proposes that a meta-cognitive process (i.e., self-validation) can serve as a compensatory coping mechanism to deal with mortality salience. Participants were first asked to read either a strong or a weak resume of a job applicant. Next, they listed their initial thoughts about that applicant. Then, they were asked to think about of their own death (i.e., mortality salience condition) versus being asked to think about of being cold (i.e., control condition). Finally, participants reported the confidence in their thoughts, as well as their attitudes towards the applicant. Participants who were assigned to the mortality salience (vs. control) condition showed greater impact of their previously generated thoughts on their subsequent attitudes. Additionally, as hypothesized, this effect of attitude polarization was mediated by changes in thought confidence. Attitudes unrelated to mortality can be polarized by reminders of death and this effect can operate through a meta-cognitive process of thought validation. Implications for persuasion, self-validation, and beyond are discussed.