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The influence of personality traits in predicting information processing and message persuasiveness

Kaye, Sherrie-Anne, White, Melanie J., & Lewis, Ioni M. (2011) The influence of personality traits in predicting information processing and message persuasiveness. In 38th Australasian Experimental Psychology Conference, 28-30 April 2011, Pullman (Hyatt Regency) Hotel, Auckland.

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Abstract

Gray‘s (2000) revised Reinforcement Sensitivity Theory (r-RST) was used to investigate personality effects on information processing biases to gain-framed and loss-framed anti-speeding messages and the persuasiveness of these messages. The r-RST postulates that behaviour is regulated by two major motivational systems: reward system or punishment system. It was hypothesised that both message processing and persuasiveness would be dependent upon an individual‘s sensitivity to reward or punishment. Student drivers (N = 133) were randomly assigned to view one of four anti-speeding messages or no message (control group). Individual processing differences were then measured using a lexical decision task, prior to participants completing a personality and persuasion questionnaire. Results indicated that participants who were more sensitive to reward showed a marginally significant (p = .050) tendency to report higher intentions to comply with the social gain-framed message and demonstrate a cognitive processing bias towards this message, than those with lower reward sensitivity.

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ID Code: 47124
Item Type: Conference Item (Poster)
Keywords: Reinforcement Sensitivity Theory, r-RST, personality
Subjects: Australian and New Zealand Standard Research Classification > PSYCHOLOGY AND COGNITIVE SCIENCES (170000) > PSYCHOLOGY (170100)
Divisions: Current > Research Centres > Centre for Accident Research & Road Safety - Qld (CARRS-Q)
Current > QUT Faculties and Divisions > Faculty of Health
Current > Institutes > Institute of Health and Biomedical Innovation
Current > Schools > School of Psychology & Counselling
Copyright Owner: Copyright 2011 The Authors
Deposited On: 22 Nov 2011 08:16
Last Modified: 22 Nov 2011 08:18

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