Multiple Motives and Persuasive Communication: Creative Elaboration as a Result of Impression Motivation and Accuracy Motivation

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Abstract
The authors examined the influence of impression motivation (Experiments 1 and 2) and the combined effects of accuracy motivation and impression motivation (Experiment 3) on the elaboration of persuasive messages as reflected in attitude change and cognitive responses. Intermediate levels of impression motivation led to elaboration of message arguments but high levels of impression motivation did not. The authors argue that the latter finding reflects the operation of creative processing of messages, whereby receivers draw on their own arguments. However, this pattern of results only occurred when individuals also were motivated to hold valid attitudes. When accuracy concerns were lower, high impression motivation was necessary to motivate elaboration of message content. Thus, it was the combined impact of accuracy motivation and high impression motivation that stimulated participants to go beyond the information provided. Implications of these findings are discussed.