Uncertainty Orientation in the Group Context: Categorization Effects on Persuasive Message Processing

Abstract

Persuasive messages often originate from in-group or out-group sources. Theoretically, in-group categories could facilitate heuristic-based message processing (because of the attractiveness of in-groups and their social reality cues) or systematic-based processing (because of high personal relevance of the message). The authors expected individual differences in uncertainty orientation and socially based expectancy congruence to be important variables in understanding these processes. Participants were exposed to strong or weak, in-group or out-group messages that were either expectancy congruent (in-group agreement, out-group disagreement) or expectancy incongruent (in-group disagreement, out-group agreement). As predicted, uncertainty-oriented participants increased systematic information processing under incongruent conditions relative to congruent (i.e., relatively certain) conditions; certainty-oriented individuals processed systematically only under congruent conditions. These findings suggest that uncertainty that has been created through social-categorization conflicts is treated differently by people of different personality styles.

Key Words:

• categorization
• information processing
• persuasion
• uncertainty orientation