Submission 304
Does the Frequency of Using Negation Serve as a Diagnostic Tool for Attitude Formation?
SymposiumTalk-03
Presented by: Emanuel Schütt
Prior research on negation has mostly addressed questions related to language comprehension. However, it is well conceivable that negation also affects other cognitive functions, including attitude formation. The concept of activity inhibition (AI) offers a promising starting point in this context. AI is operationalized as the frequency of using the word “not” and considered an indicator of an individual’s capacity to suppress motivational impulses and behavior in real life. It has been shown that AI can moderate the effects of implicit motives – such as the need for power – on several (behavioral) outcome measures. In our research, we investigated whether people draw on such associations during the process of attitude formation. Each trial began with a text describing an individual who either had a low or a high need for power. This was followed by a statement uttered by that individual. The statement was characterized by affirmative phrasing or by frequent use of the word “not”. Finally, participants were asked to rate the individual on several dimensions (e.g., persuasiveness), which in prior research proved to be moderated by AI in relevant conditions. Thus far, we have found no evidence that participants rely on such associations when making judgments about individuals. Possibly participants simply lack this knowledge or do not draw on it during attitude formation. Currently, we are investigating whether changing the experimental setting by making the manipulation of polarity more salient results in different outcomes.