Path analyses were conducted to test models consistent with predictions made by the Elaboration Likelihood Model (ELM) and Heuristic-Systematic Model (HSM) of cognitive processing. Levels of fear-arousing message content and trait anxiety were controlled. Broken out by fear-arousing content, a control analogous to issue involvement, the data show antagonistic message processing. For low-fear message recipients, messages were processed centrally (systematically). For high-fear message recipients, there is evidence of peripheral (heuristic) processing. Broken out by trait anxiety, a control analogous to both chronic fear and need for cognition, there is evidence of both concurrent and antagonistic processing. For low-anxiety people, there is evidence of simultaneous processing of central (systematic) and peripheral (heuristic) cues. For high-anxiety people, there is evidence of central (systematic) processing.
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