COGNITIVE COMPLEXITY, AFFECTIVE STIMULUS VALENCE, AND INFORMATION TRANSMISSION

Abstract

Two experiments were conducted to test hypotheses derived from complexity theory regarding the interactive effect of situational variables and cognitive complexity of a communicator on the informational value of written communications. Complexity theory suggests that cognitively complex encoders, utilizing more dimensions of judgment in recognizing differences, are better able than cognitively simple encoders to distinguish the intended meaning of a communication from all competing, but inaccurate interpretations. Further, evidence exists which indicates that affective bias toward the referent of communication may lessen differences due to cognitive complexity. Much controversy has developed over the specific form of the interaction effect. Results of the experiments indicate that the superiority of cognitively complex encoders over cognitively simple ones is not limited by affective stimulus valence.

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