Motivated Reasoning : A Depth-of-Processing Perspective

In this paper, we examine the impact of three variables on cognitive responses and persuasion--whether the information is consistent or inconsistent with one's prior preferences, whether arguments featured in the message are strong or weak, and whether pre-exposure preferences are strong or weak. We demonstrate in an experimental setting that preference-inconsistent information (nonpreferred conclusion) is processed more centrally than preference-consistent information. In addition, we find that the former elicits more counterarguments. Finally, we propose that pre-exposure preference strength moderates the impact of argument strength on persuasion in preference inconsistent settings. In specific, preference-inconsistent information benefits from strong arguments more when pre-exposure preference is weak. When pre-exposure preference is strong, the respondent counterargues preference inconsistent information more and rejects the persuasive message regardless of argument strength