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4. MEDIA CONSUMPTION AND PERCEPTIONS OF SOCIAL REALITY 85

FIG. 4.2. Prevalence estimates as a function of processing condition and level of TV
viewing. Represents pattern of results across dependent variables (see Shrum, 2001).

Proposition 5: Ability to Process Information Moderates the Cultiva-
tion Effect. Just as with Proposition 4, this proposition is based on the
conditions that facilitate or inhibit whether people process information
using systematic or heuristic strategies. In addition to motivation to
process information, the ability to process information is also associated
with processing strategies (Petty & Cacioppo, 1986; Chaiken et al., 1989).
One factor that relates to the ability to process information is time pres-
sure (Moore, Hausknecht, & Thamodaran, 1986; Ratneshwar & Chaiken,
1991): the more time pressure, the greater the likelihood of adopting a
heuristic processing strategy.
To test Proposition 5, Shrum (1999a) used an experimental procedure
that not only tested the proposition but also has implications for data col-
lection methods. The experimental manipulation of time pressure was
operationalized as either a mail survey (low time pressure) or a tele-
phone survey (high time pressure) using a general population random
sample. Pretests had indicated that the two data collection methods dif-
fered with respect to time pressure, but did not differ in terms of respon-
dents’ self-reported level of involvement. The reasoning and predictions
for the experiment were similar to Shrum (2001). If the cultivation effect