On-Line and Memory-Based Modification of Attitudes: Determinants of Message Recall-Attitude Change Correspondence

Experiments investigated the impact of message elaboration on attitude change-message recall correspondence when attitude change occurs in an on-line (as attitude-relevant information is received), or memory-based (on the basis of retrieved attitude-relevant information) fashion. In 2 experiments, Ss' processing goals were manipulated to increase or inhibit on-line change and message elaboration. As predicted, Ss reported postexposure attitudes more rapidly in on-line vs memory-based conditions. Decreased message elaboration increased attitude-recall correspondence, regardless of when attitude change occurred. Increased elaboration produced elaboration-attitude judgment correspondence. Results suggest that recall of message content will best predict persuasion when message content is encoded free of elaborations, regardless of when attitude change occurs.