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Using the Heuristic-Systematic Model as a theoretical basis, this study replicates, extends, and integrates previous research on communication modality (i.e., print vs. audio vs. audiovisual) and power of language style (POS). Specifically, it focuses on the extent to which communication modality moderates the effects of powerful versus powerless language styles on (1) evaluations of the speaker and (2) attitudes toward the speaker's recommendation. It supports the hypothesis that modality moderates the effects of POS on the latter but not the former. Additionally, the results indicate that systematic information processing is used to form attitudes toward a recommendation when arguments are presented in writing, whereas audio and audiovisual modes appear to encourage the use of speaker-related heuristics to form opinions about the speaker's recommendations.

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Greenberg, J., Pyszczynski, T., & Solomon, S. (1986). The causes and the consequences of the need for self-esteem: A terror management theory. Public self and private self (pp. 189-212). Springer-Verlag.

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The effe.PDF", "accessDate": "", "url": "", "note": "", "contentType": "application/pdf", "charset": "", "filename": "Rosenblatt et al. - 1989 - Evidence for terror management theory I. The effe.PDF", "md5": "9567618be09c3a0726577512a18e4d8d", "mtime": 1301648064360, "tags": [], "relations": {}, "dateAdded": "2011-04-01T08:54:10Z", "dateModified": "2011-04-01T08:55:04Z" } }, { "key": "97GQB9GD", "version": 1, "library": { "type": "group", "id": 39051, "name": "Methodz", "links": { "alternate": { "href": "https://www.zotero.org/groups/methodz", "type": "text/html" } } }, "links": { "self": { "href": "https://api.zotero.org/groups/39051/items/97GQB9GD", "type": "application/json" }, "alternate": { "href": "https://www.zotero.org/groups/methodz/items/97GQB9GD", "type": "text/html" } }, "meta": { "createdByUser": { "id": 405961, "username": "3maz", "name": "Eric Maziol", "links": { "alternate": { "href": "https://www.zotero.org/3maz", "type": "text/html" } } }, "creatorSummary": "Rosenblatt et al.", "parsedDate": "1989-10", "numChildren": 1 }, "data": { "key": "97GQB9GD", "version": 1, "itemType": "journalArticle", "title": "Evidence for terror management theory: I. The effects of mortality salience on reactions to those who violate or uphold cultural values", "creators": [ { "creatorType": "author", "firstName": "A", "lastName": "Rosenblatt" }, { "creatorType": "author", "firstName": "J", "lastName": "Greenberg" }, { "creatorType": "author", "firstName": "S", "lastName": "Solomon" }, { "creatorType": "author", "firstName": "T", "lastName": "Pyszczynski" }, { "creatorType": "author", "firstName": "D", "lastName": "Lyon" } ], "abstractNote": "On the basis of terror management theory, it was hypothesized that when mortality is made salient, Ss would respond especially positively toward those who uphold cultural values and especially negatively toward those who violate cultural values. In Experiment 1, judges recommended especially harsh bonds for a prostitute when mortality was made salient. Experiment 2 replicated this finding with student Ss and demonstrated that it occurs only among Ss with relatively negative attitudes toward prostitution. 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