ROLA EFEKTU PIERWSZEŃSTWA W PUBLIKACJACH PRASOWYCH
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Date
2006
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Wydział Prawa i Administracji UAM
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THE PRIMACY EFFECT IN PRESS PUBLICATIONS
Abstract
Press articles are sometimes divided in two parts: the introductory one (the lead) and the
main one. The paper is an attempt to determine the impact of the lead on the perception of information
contained in the main part of a press article. The analysis of the order effect i.e. primacy, recency
and the anchoring and adjustment heuristic constituted a theoretical basis. Hypotheses
made on that basis were subsequently verified in the course of an experiment. It has been found
that the division of a text into the lead and the main body does indeed influence the way in which
the text is perceived. Despite identical content, the same text was perceived and evaluated differently,
depending on the form of its presentation (divided or undivided). The sequencing of argumentation
in the text has also proved to influence the way in which it is perceived. However,
a positive (or negative) attitude formed initially, does not always lead, contrary to what was assumed,
to a positive (or negative) assessment of the whole text and its message.
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Citation
Ruch Prawniczy, Ekonomiczny i Socjologiczny 68, 2006, z. 1, s. 205-214.