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Need for cognition in contemporary literature refers to an individual's tendency to engage in and enjoy effortful cognitive ndeavors. Individual differences inneed for cognition have been the focus of investigation i over 100 empirical studies. This literature isreviewed, covering the theory and history of this variable, measures of interindividual variations in it, and empirical relationships between itand personality variables, as well as individuals ' tendencies toseek andengage in effortful cognitive activity and enjoy cognitively effortful circumstances. The article cotacludes with discus-sions of an elaborated theory of the variable, including antecedent conditions; interindividual varia-tions in it related to the manner information isacquired or processed to guide perceptions, judg-ments, and behavior; and the relationship between itand the 5-factor model of personality structure. Speaker A: "If v,e don't accomplish reform, health care costs will soar, ballooning our deficits. But it doesn't seem like any of these reform plans cut costs convincingly. As soon as any plan seems to cut costs, some lobby group clobbers itwith scare TV ads. We seem incapable as a society of coherently discussing the substance of our economy. The actual numbers are so big, so complex...?'
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Cacioppo et al. (1996) studied this question.
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