Influence of cognitive and affective factors in learning and retaining attitudinal materials.

The interaction effects between belief and attitude and their effect on retention are investigated. The attitudes toward Russia of a group of S's was measured by a questionnaire, then learning material about Russia was presented and retention measured at intervals after the last learning session. The conclusions are drawn that (1) belief helps retention, but disbelief does not inhibit it; (2) favorable attitudes only slightly enhance retention, (3) positive mutual reinforcement of belief and attitude facilitate retention but negative reinforcement inhibits retention, (4) the attitude appears to dominate when belief and attitude conflict. (PsycINFO Database Record (c) 2010 APA, all rights reserved)