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A Tale of Two Communication Modes

When Rational and Experiential Processing Systems Encounter Statistical and Anecdotal Depictions of Threat

University of California, Davis, crberger{at}ucdavis.edu

Cognitive-experiential self-theory proposes that individuals use two systems to process information, a highly conscious and analytical rational system and a preconscious, intuitive experiential system. These two systems operate in parallel and synchronistically but sometimes one may dominate the other. Findings from several experiments demonstrate that when information about threatening phenomena are presented in statistical or graphical form and require cognitive judgments, the rational system exerts primary influence in determining the nature of the judgment. Those who are skilled at and favor analytical thinking tend to minimize the seriousness of the threat. When exposed to emotionally evocative, anecdotal accounts of threatening events, both experientiality and rationality are related to the amount of apprehension individuals report. The experiential system may act to promote greater apprehension among highly rational individuals while at the same time dampen apprehension among low rationals.

Key Words: threatening messages • probative value • rationality • experientiality • apprehension

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