Attitude Importance, Forewarning of Message Content, and Resistance to Persuasion

Abstract Warning participants of the topic and position of an upcoming message often results in increased resistance to persuasion. The cognitive mediation explanation of this effect is that the warning motivates people to engage in anticipatory counterarguing prior to receiving the message. This research suggests that this explanation provides only a partial understanding of forewarning effects. We extended the literature by examining attitude importance and both cognitive and affective resistance processes (cf. Zuwerink & Devine, 1996). Results showed that high-importance individuals were very resistant to the message, regardless of the warning (warned vs. unwarned) and delay (0 min vs. 2 min) manipulations. Their resistance was evident in heightened levels of negative thoughts and negative affect (i.e., irritation) compared to low-importance individuals. Low-importance individuals were most resistant when warned and given time before hearing the message. Path analysis suggests that this effect was mediated primarily by heightened irritation in this condition, although negative thoughts also contributed to resistance.