Resistance to persuasive communications: an examination of the distraction hypothesis.

In studying the effects of distraction on attitude change, Festinger and Maccoby hypothesized that individuals would change their attitudes more if distracted during the presentation of a persuasive communication, since the active process of counterargument was inhibited. McGuire noted that a learning-theory approach would predict opposite results since distraction should inhibit reception of the persuasive material. In an experiment manipulating both visual and behavioral distractions in a persuasive communication it was found that less attitude change occurred in the distraction conditions. Distracted Ss were also less able to recall arguments presented in the persuasive communications. The results were interpreted as supporting a learningtheory approach to distraction and attitude change.