Just a Glance, or More? Pathways from Counter-Attitudinal Incidental Exposure to Attitude (De)Polarization Through Response Behaviors and Cognitive Elaboration

Using two-wave U.S. panel survey data, this study proposes a moderated serial mediation model to examine through what paths and under what conditions incidental exposure to counter-attitudinal information on social media would enhance or mitigate polarization. The findings suggest that such exposure can indirectly polarize attitude by eliciting passive scanning behaviors, but it can also indirectly attenuate attitude polarization first through active engagement with the counter-attitudinal information, then through cognitively elaborating on the information. However, the indirect depolarizing effect of incidental exposure to counter-attitudinal information on citizens’ attitude depends on the extent to which they are instrumentally motivated. The indirect effect occurs when an individual’s perceived utility of counter-attitudinal information is at a high and a middle level, but not at a low level. Implications of the findings are discussed.