Interpretation of persuasive messages as a function of prior immunization.

2 experiments were conducted in which passive immunization was achieved by providing Ss with counterarguments against presuasive messages to which they were later exposed. In both studies, this procedure produced a significant tendency to displace the perceived content of the "change" message toward the stand advocated in the immunization message. These results were tentatively attributed to the Ss' attempts to minimize the discrepancy between the opposing statements, both of which appeared to emanate from prestigeful sources. Judgments were not affected by active immunization, a procedure in which Ss attempted to refute (in writing) weakened versions of the change message to which they were later exposed. (PsycINFO Database Record (c) 2010 APA, all rights reserved)