The working memory approach of persuasion: Induced eye movements lead to more social media self‐control behaviours

Abstract

AbstractIn the framework of prevention of social media addiction, persuasive messages can be used to stimulate people to engage in social media self‐control behaviours. However, the effects of these messages may be weakened by defensive reactions. In the Working Memory account of Persuasion, these defensive self‐regulatory actions in the Working Memory (WM) are activated to lower a given threat. Because the WM has limited capacity, and these defensive processes take WM capacity, they can be inhibited by inducing eye movements (EMi). Adults (N = 117) from the general population listened in an online experiment to an auditory message on the negative consequences of social media use (SMU). Half of the participants were randomly assigned to the EMi condition; they were asked to keep watching a moving red square on their screen during the exposure to the auditory message. SMU self‐control behaviour was the outcome measure, assessed by self‐report 2 weeks later. The effects of EMi on SMU self‐control behaviour were moderated by individual differences, indicating defensive self‐regulatory actions: EMi significantly increased behaviour in participants who scored low on Cognitive Self‐affirmation Inclination, high on SMU‐control‐failure, and, unexpectedly, low in SMU. This study detected defensive reactions towards persuasive information concerning SMU, using the EMi research paradigm.