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Communication Research
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Dynamic Representations of Threatening Trends: The Role of Rationality and Experientiality in Potentiating Trepidation

Charles R. Berger

Eun-Ju Lee

University of California, Davis

Two experiments evaluated the role graph schemata play in potentiating trepidation-related responses to static and dynamic graphical depictions of increasingly threatening trends. Rational and experiential processing systems' role in responding to the graphic depictions was examined. High rationals reported significantly less trepidation than lows when concrete trends exhibited attenuated recent growth but equal amounts when the trends showed linear or recent explosive growth. Low experientials were more apprehensive than highs when graphs were presented dynamically (Experiment 1). The same functions were presented as undefined threats in Experiment 2. High rational–low experientials were significantly less apprehensive than high rational–high experientials when the trend exhibited attenuated recent growth. Low rationals were more apprehensive than highs when graphs were presented dynamically. Graph schemata do not map graphical information on to trepidation-related metrics in any simple way, and stimulus ambiguity may activate experiential processing to the point that it dominates the rational system.

Key Words: experientiality • graph schemata • rationality • trepidation

Communication Research, Vol. 34, No. 1, 53-72 (2007)
DOI: 10.1177/0093650206296082
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