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The Effects of Learned
Helplessness and Message
Framing on the Processing of
Verbal and Visual Information
in Advertisement
Magdalena Gasiorowska
The aim of the presented research is to show relationships between learned helplessness and
information processing. Helplessness is associated with depression (Seligman 1975; Sedek etal.
2010), passivity, lack of initiative, a pessimistic style of thinking, loss of intrinsic motivation,
anddeteriorationof functioning. In several studies the causes and consequences of learned help-
lessness, especially negative ones, have been explored. It has been shown that as a result of an expe-
rience wi