4. Sanbonmatsu & Kardes (1988): The effects of physiological arousal on information processing and persuasion

Question 1

Purpose

Answer 1

investigate effects of physiological arousal on persuasion
manipulate physiological arousal, blood pressure readings were taken to assess the effectiveness

Question 2

a consumer’s state of physiological arousal is influenced by 8

Answer 2

presence of others, physical exertion, various task demands, performance feedback, incentives, alcohol of caffeine, and exposure to emotionally-charged stimuli (fear-arousing/erotic ads)

Question 3

generally, high arousal levels have been found to

Answer 3

disrupt information processing when the task is complex because they reduce the amount of processing capacity

Question 4

Elaboration Likelihood Model of persuasion:

Answer 4

as the amount of processing capacity available decreases, consumers are less able to consider the attitudinal implications of the arguments in a persuasive message, and are more likely to process less complex information such as simple peripheral cues

Question 5

Hypothesis:

Answer 5

Endorser status (a peripheral cue) may have a greater impact on brand attitudes under high than under moderate arousal levels, whereas argument strength (a central cue) may have a greater influence on brand attitudes under moderate than under high arousal levels

Question 6

method

Answer 6

136 students, 2 (high or moderate arousal —> doing task 3 vs. 7 minutes after exercise) x 2 (strong or weak arguments —> about product in ad) x 2 (celebrity or non-celebrity endorser) factorial design

Question 7

results hugh arousal 3

Answer 7

1. high arousal states reduce the amount of processing capacity available for performing cognitive tasks,
2. high arousal: endorser status (celebrity of non-celebrity) has a stronger influence on brand attitudes under high than under moderate levels of physiological arousal
3. high arousal levels reduce the amount of processing capacity for elaborating on a message; thus, peripheral cues have a stronger effect on brand attitudes

Question 8

results moderate arousal 3

Answer 8

1. moderate level of arousal is crucial to motivate the person in elaboration process
2. moderate arousal: argument strength has a greater impact under moderate than under high arousal levels
   3the results are consistent with the Elaboration Likelihood Model of persuasion

Question 9

takeaways

Answer 9

we pay less attention to cues that need cognitive capacity to evaluate:
logical arguments has a greater effect on brand attitudes in moderate the in high arousal conditions
endorser status (peripheral cue) may have a greater impact on brand attitudes under high than under moderate arousal levels