Getting at the truth or getting along: Accuracy- versus impression-motivated heuristic and systematic processing.

Abstract

Two studies examined the heuristic and systematic processing of accuracy- versus impression-motivated individuals expecting a discussion with a partner believed to hold either a favorable or unfavorable opinion on the discussion issue. Given the goal of having a pleasant interaction, impressionmotivated (versus accuracy-motivated) participants in both studies were particularly likely to express attitudes that were evaluatively consistent with the partner's opinion, reflecting their selective use of a go to get along heuristic. Study 2 yielded stronger evidence for the distinct nature of heuristic and systematic processing in the service of accuracy versus impression goals. In this study, the evaluative implication of impression-motivated participants' low-effort application of a go to get along heuristic biased their more effortful, systematic processing, leading to attitudes consistent with the partner's views. In contrast, given the goal of determining an accurate issue opinion, accuracy-motivated participants exhibited relatively evenhanded systematic processing, resulting in attitudes unbiased by the partner's opinion. The results underscore the utility of a dual-process approach to understanding motivated cognition. Intuition and experience suggest that various motives can influence the way in which people process information and the judgments that result. That is, the motivated perceiver's cognitive processes will be a direct reflection of the goals that they are intended to satisfy. Using the heuristic-systematic model (Chaiken, 1980, 1987; Chaiken, Liberman, & Eagly, 1989) as a theoretical framework, the present research aims to elucidate the distinct ways in which accuracy versus impression motives are served by both heuristic and systematic processes.

Keywords

Affiliated Institutions

• University of York GB

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