Message effects on the perceptions of the fairness of gender-based affirmative action: A cognitive response theory-based analysis

The controversy surrounding the implementation of affirmative action interventions in organizations underscores the importance of understanding fairness perceptions of such policies. There is a need for research on the variables which influence evaluations of affirmative action policies and on whether the content of organizational communications can alter these evaluations. The present study was designed to investigate the effects of proaffirmative action and antiaffirmative action communications on fairness evaluations. Cognitive response theory was used as a framework for predicting reactions to pro- and antipreferential treatment messages and subsequent fairness perceptions. While the results indicated that cognitive responses added to the prediction of fairness judgments, initial attitude, and message content also had strong effects on the fairness judgments.