The influence of priming and the need for cognitive closure on impression formation

Pavlić, Matej. (2012). The influence of priming and the need for cognitive closure on impression formation. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Psychology. [mentor Čorkalo Biruški, Dinka].

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Abstract

The need for cognitive closure (NFC) theory aims to provide a framework for understanding motivational aspects of decision making and judgment. NFC is a desire for a firm answer to a question and an aversion toward ambiguity. The aim of this study was to examine the hypothesised moderational influence of NFC on the effects of priming on impression formation. We expected that participants primed with positive positive trait primes would form a more positive impression than participants primed with negative trait primes. We also expected high-NFC participants to be more prone to priming effects than low-NFC participants NFC. The hypotheses were tested with a 2 x 2 between-subjects experimental design. The participants, students of the Faculty of Humanities and Social Sciences of the University of Zagreb (N = 198; MAGE = 22.2; SDAGE = 2.42), were randomly assigned to two groups. One was primed with positive, and the other with negative trait primes. Both groups proceeded to read a paragraph describing a person in ambiguous terms, rated them on a series of dimensions and filled the NFC scale. Afterwards, both groups were subjected to a median split based on their results on the NFC scale. The interaction of the independent variables proved statistically significant. Within the group classified as low on the NFC scale, participants primed with positive trait primes created a more positive impression than those primed with negative trait primes. Within the group of high-NFC participants, those primed with positive trait primes formed a more negative impression than those primed with negative trait primes.

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