Attitude change - research Flashcards
Kang and Namkung (2019)
decision making for food choices
significant relationship between credibility and decision making - found the information more useful when credible
Liu and Liu (2019)
Design/methodology/approach
Study 1 used a single-factor, two-condition (distinctive pose and casual pose) between-subject design. Both Study 2a and Study 2b employed a single-factor, two-condition (distinctive pose, casual pose) between-subject design and tested the mediator of pose matchiness. Study 3 employed a 2 (pose condition: distinctive, casual)×2 (cognitive capacity: no load, load) between-subject design to test the moderator. All data were sourced from more than 600 respondents in China.
Findings
Study 1 illustrated that the existence of a distinctive pose can lead to higher consumer attitudes regarding advertising stimuli and the endorsed brands as well as more positive behavioural intentions towards endorsed products. Study 2a and Study 2b replicated such finding and demonstrated that the feeling of pose matchiness mediates the relationship between celebrities’ pose and endorsement outcomes. Study 3 further revealed that the cognitive capacity moderates such a relationship, that is, that the effect of a distinctive pose is stronger (lesser) when audiences’ cognitive capacity is loaded (not loaded).
Jung et al. (2017)
The surface characteristics (presentational or design elements) of online content have been the focus of a growing body of credibility literature in recent decades. However, since the online health information communities such as WebMD do not provide any design options when writing comments on the original post, how the simplistic presentational of comments (e.g., spacing, bullet-points, labeling, and line breaks) can affect web users’ responses was examined. Our study found that minimal variations in the presentation of online contents can influence assessments of their credibility and behavioral intentions. In addition, the current study revealed interaction effects between surface characteristics and source expertise. Other findings and implications are discussed.
Reid et al. (2013)
Does attitude alignment predict attraction? Would you like a stranger more who shifts her/his attitudes to more closely align with yours? In pairs, participants (N=77) discussed social issues about which they disagreed and received false feedback on whether the partner engaged in attitude alignment (shifted her/his attitudes toward the participant’s attitude) following discussion. Participants also received false feedback about the proportion of similarity to the partner on a set of issues (i.e., 25%, 50%, or 75%). Participants reported greater attraction to partners who engaged in attitude alignment and who were more similar. Moreover, similarity and attitude alignment interacted. Similarity predicted attraction when attitude alignment did not occur, but did not predict attraction when attitude alignment did occur. Finally, partner attitude alignment led to participant attitude alignment, and perceived reasoning ability mediated the attitude alignment-attraction relationship.
Cohen et al. (2017)
The identity of protagonists in persuasive narratives was varied to test the impact of audience-character demographic similarity on identification. In Study 1, sex and nationality, both traits that were pretested to be important to participants’ self-identity, were varied, but demographic similarity did not increase perceived similarity, identification or persuasion. In Study 2, age and city of residence, traits that were central to the story, were varied, but again similarity on these demographic traits had no effects. Given previous research, these were surprising findings. The failure to find the expected effect of demographic similarity on identification and its implications for the understanding of the mechanisms underlying the development of identification are discussed within the framework of narrative response theory.
sleeper effect
A sleeper effect takes place in a situation when effects of a persuasive message are stronger when more time passes. This is the opposite to what is usually known (and taught) by experts on the topic.
Foos et al. (2015)
The shift in the accessibility of positive and negative information about consumer products on the Internet calls for a revisiting of persuasion effects. A counterintuitive effect, called the sleeper effect, predicts that attitudes toward a persuasive message have the potential to increase in favorableness despite the presence of information discounting the message. An experimental study was conducted to support the existence of the sleeper effect, demonstrate its renewed relevance in the contemporary advertising environment, and provide a foundation for further sleeper effect studies.
Ruggiero (2015)
To investigate whether a persuasive social impact game may serve as a way to increase affective learning and attitude towards the homeless, this study examined the effects of persuasive mechanics in a video game designed to put the player in the shoes of an almost-homeless person. Data were collected from 5139 students in 200 middle/high school classes across four states. Classes were assigned to treatment groups based on matching. Two treatment conditions and a control group were employed in the study. All three groups affective learning and attitude scores decreased from the immediate posttest but the game group was significantly different from the control group in a positive direction. Students who played the persuasive social impact game sustained a significantly higher score on the Affective Learning Scale (ALS) and the Attitude Towards Homelessness Inventory (ATHI) after three weeks. Overall, findings suggest that when students play a video game that is designed using persuasive mechanics an affective and attitude change can be measured empirically.
Shulman and Bullock (2019)
Persuasion research investigates how decisions regarding message content affect audience response. We argue here that this approach to message design can be improved if metacognitive experiences are considered. This prescriptive review aims to introduce metacognition to communication. To this end, we review literatures in social psychology and communication and provide arguments for how the inclusion of metacognitive cues can augment message effects. We then present over 50 different strategies for how to include metacognitive cues within message design and provide examples for ways metacognition can be incorporated into existing theory. We argue that this approach presents a considerable opportunity to advance theory, extend message design, increase explanatory power, and broaden the scope of outcomes affected by the message.
van der Goot et al. (2019)
Socioemotional selectivity theory (SST) warrants the strong prediction that older adults respond more favorably to emotionally-meaningful versus knowledge-related appeals in persuasive messages, whereas younger adults lack this bias. However, potentially due to multivocality in conceptualizations and operationalizations of these appeals, previous studies found no uniform support for these age differences. Consequently, this article aims to provide a conceptualization and operationalization of emotionally-meaningful versus knowledge-related appeals that can be used in future research. The study consists of a conceptualization phase (literature review; expert meetings) and an operationalization phase (content analysis of persuasive messages). We developed a theoretically valid and reliable coding instrument, outlining three dimensions of emotionally-meaningful appeals (emotion regulation, optimizing the present, close social relationships) and three dimensions of knowledge-related appeals (knowledge acquisition, optimizing the future, novel social relationships). This instrument is intended to guide the selection and design of persuasive messages in effect studies that aim to test hypotheses derived from SST.
Rocklage et al. (2018)
Persuasion is a foundational topic within psychology, in which researchers have long investigated effective versus ineffective means to change other people’s minds. Yet little is known about how individuals’ communications are shaped by the intent to persuade others. This research examined the possibility that people possess a learned association between emotion and persuasion that spontaneously shifts their language toward more emotional appeals, even when such appeals may be suboptimal. We used a novel quantitative linguistic approach in conjunction with controlled laboratory experiments and real-world data. This work revealed that the intent to persuade other people spontaneously increases the emotionality of individuals’ appeals via the words they use. Furthermore, in a preregistered experiment, the association between emotion and persuasion appeared sufficiently strong that people persisted in the use of more emotional appeals even when such appeals might backfire. Finally, direct evidence was provided for an association in memory between persuasion and emotionality
Vakola et al. (2004)
Although the role of organisational characteristics in the change process has been extensively analysed and discussed in the literature, individual characteristics, which are equally crucial for the success of change, have been neglected. Therefore, the purpose of the present study is to add a different way of looking and working with organisational change by focusing on individuals’ emotions and personality traits. This paper explores how emotional intelligence and the “big five” dimensions of personality can facilitate organisational change at an individual level by exploring the relationship between these attributes and attitudes toward organisational change. The sample consisted of 137 professionals who completed self‐report inventories assessing emotional intelligence, personality traits and attitudes towards organisational change. The results confirmed that there is a relationship between personality traits and employees’ attitudes toward change. Similarly, the contribution of emotional intelligence to the attitudes to change was found to be significant, indicating the added value of using an emotional intelligence measure above and beyond the effect of personality. The practical implications of these findings are discussed in relation to the phases of a change project.
Watts (1973)
An experiment was conducted to test the prediction that verbal intelligence facilitates opinion change induced by active participation (improvising arguments). Seventy-one subjects were randomly assigned to improvise arguments or read persuasive messages advocating the same point of view (passive, control condition) about one of three topics. A short test of verbal intelligence was administered during the experiment; also, American College Test scores were obtained from the files of all subjects for whom they were available. Analysis of variance (with subjects partitioned into high and low intelligence groups) and correlational analyses supported the above prediction. There was some evidence that quality of the arguments improvised mediated the relationship between intelligence and opinion change, but the results were not totally consistent.
Jacks and Lancaster (2015)
This study examined two experimental variables, delivery style and message framing, that have yet to be examined together in the regulatory fit literature. College students (mean age=30) watched a video message encouraging regular exercise delivered in an eager or vigilant nonverbal style and framed in terms of gain or loss. Results revealed significant fit effects involving gender, delivery style, and message framing. The eager message was perceived as more effective by men whereas the vigilant message was perceived as more effective by women. A message framing by delivery style fit effect also emerged for perceived message effectiveness. The implications and limitations of these findings are discussed.
Ruijten et al, (2015)
Earlier research showed that artificial social agents can influence human behavior. This article argues that, especially under certain circumstances, people are sensitive to persuasion by (artificial) social agents. For example, when people feel socially excluded, they are motivated to increase their social connections with others. It was hypothesized that socially excluded people would attribute more human-likeness and be persuaded more by an artificial agent than socially included people. These hypotheses were investigated in two studies in which participants were either socially included or excluded, after which they performed an energy-saving task while receiving social feedback from an artificial agent. Results did not support the expectation that socially excluded people ascribe more human-likeness to an artificial agent, but they did show the expected effects on behavior change, indicating the importance of including a person’s psychological state in the design of human-agent interactions. Also, in line with earlier findings, female participants were more susceptible to the agent’s feedback than male participants, indicating that a user’s gender may also determine the effectiveness of persuasive technology.
Neyens et al. (2017)
This paper aims to replicate previous findings regarding the differential impact of TV advertising and advergames on children’s brand attitudes and pester intentions. Using a large data-set (N = 940, M-age = 9.8, SD = 2.4), with children ranging between 6 and 14years old, the influence of passive exposure to TV advertising is compared to active exposure to an advergame. In addition, the potential moderating effect of age is explored. In a between-participants experiment, Flemish children were randomly assigned to watch a TV ad, play an advergame, or a no marketing control condition. Results revealed that children who had played the advergame reported significantly more positive brand attitudes compared to children who had watched the TV ad and children in the no advertising exposure control group. Children’s pester intent was significantly higher for the advergame compared to the TV ad, but not compared to the no advertising exposure control group. The findings further showed that children’s attitudes towards the ad format mediate the impact of the advertising format on pester intent. The advergame was indirectly more persuasive than the TV ad since children reported more positive attitudes towards the advergame compared to the TV advertisement. Moreover, this mediation effect did not differ by children’s age. Persuasion knowledge did not mediate the influence of the advertising format on pester intent since children’s persuasion knowledge was not significantly related to pester intentions regardless of children’s age.
Chang (2008)
This study explores the influence that the congruency between the perceived age of advertising models and consumers’ cognitive and chronological ages has on younger consumers’ responses to advertising. Findings showed that a high congruency between the model’s perceived age and the consumer’s cognitive age predicted higher degrees of “for-me” perceptions, perceived affinity between the self and the brand, brand evaluation involvement, self-referencing, and positive brand attitudes. Most important, mediation analyses demonstrated that the congruency between the perceived model age and consumer cognitive age influenced brand attitudes via its influence on “for-me” perceptions, perceived self-brand affinity, brand evaluation involvement, and self-referencing. In contrast, a high congruency between the model’s perceived age and the consumer’s chronological age predicted a higher degree of “for-me” perceptions, but did not predict greater levels of perceived affinity, brand evaluation involvement, self-referencing, or positive brand attitudes.
Han and Shavitt (1994)
Two studies examined the extent to which a core dimension of cultural variability, individualism-collectivism (Hofstede, 1980, 1983; Triandis, 1990), is reflected in the types of persuasive appeals that tend to be used and that tend to be effective in different countries. Study 1 demonstrated that magazine advertisements in the United States, an individualistic culture, employed appeals to individual benefits and preferences, personal success, and independence to a greater extent than did advertisements in Korea, a collectivistic culture. Korean advertisements employed appeals emphasizing ingroup benefits, harmony, and family integrity to a greater extent than did U.S. ads. Study 2, a controlled experiment conducted in the two countries, demonstrated that in the U.S. advertisements emphasizing individualistic benefits were more persuasive, and ads emphasizing family or ingroup benefits were less persuasive than they were in Korea. In both studies, however, product characteristics played a role in moderating these overall differences: Cultural differences emerged strongly in Studies 1 and 2 for advertised products that tend to be purchased and used with others, but were much less evident for products that are typically purchased and used individually.
Zaidman et al. (2018)
Persuasion plays an important role in international business interactions. Within this domain, it is often argued that persuasion is a form of communication and as such embedded in cultural norms. It is also argued that forms of persuasion differ across cultures. The data described in this study of persuasive tactics deployed by Israeli and Indian business professionals in their attempts to resolve disputes with their partners suggest otherwise. These data mainly comprise 142 coded letters, addressed to the correspondents’ business partner and to the mediator. The quantitative results of the study show similarities in the choice of persuasive tactics employed by Israeli and Indian correspondents, when writing to each other and when writing to the mediator. The quantitative and qualitative results show that these research subjects, from two culturally different populations, constructed their persuasion tactics and communication in a similar manner. Hence, despite the apparent cultural and communication differences between them, they both employed similar communication tactics. These intriguing data are explained in the light of the fact that both Indian and Israeli subjects were experiencing a situation which they subjectively perceived as one involving a threat of meaningful loss. These perceptions and emotional responses led the participants toward similar communication behavior. This study contributes to international management research, and particularly to intercultural communication research, by demonstrating that contextual conditions do cause culturally different populations to communicate similarly.
Liang et al. (2011)
Design/methodology/approach - An ad content analysis and a laboratory experiment were conducted to test the hypotheses.
Findings - Findings suggest that contextualized ads appear more frequently in Chinese magazines because East Asians have a context-dependent mode of thinking while westerners have a context-independent mode of thinking. However, the effect of culture on advertising is moderated by product class (goods vs service), product category, and magazine category. Moreover, East Asians prefer contextualized ads to non-contextualized ones, while westerners prefer non-contextualized ads to contextualized ads. However, the effect of culture on ad attitudes may be moderated by ad involvement.
Research limitations/implications - The limitations of this study stem from its being based on ad samples from China and its use of students to test ad attitudes. Practical implications - The findings allow managers to better determine whether and under what conditions to use contextualized or non-contextualized advertisements.
Petty and Cacioppo (1986)
On New Year’s Day, 1986, U.S. President Ronald Reagan and U.S.S.R. Premier Mikhail Gorbachev appeared on television in each others countries. It was the first time that American and Russian leaders had exchanged messages that were simultaneously televised. Reagan’s message, broadcast without warning during the popular Soviet evening news, spoke of world peace and called for the development of new defensive weapons. Gorbachev’s message, which appeared while many Americans were watching coverage of the traditional Tournament of Roses parade, also spoke of peace but decried seeking security with new weaponry. How effective were these messages likely to be? What would be the major determinant of effectiveness—the substance of the messages, or the appearance and demeanor of the speakers? If the messages produced attitude changes, would these changes last and would they lead to changes in behavior?
Manca et al. (2019)
Persuasive communication campaigns are often used to promote proenvironmental actions, even though their effectiveness has been mixed. Previous research has tested cognitive-based models in explaining proenvironmental choice, but few studies have examined the potential impact of emotional dimensions. This experimental study tests the persuasive effect of argument quality, source expertise, and emotions on the implicit attitudes toward sustainable travel choices. This was a 2 × 2 × 2 between-subjects research design with an additional measured variable of involvement with the topic of sustainable transport. A video including the experimental manipulations was presented, followed by the Implicit Association Test (IAT). Consistent with the Elaboration Likelihood Model (ELM), in the case of high involvement, implicit attitudes were more positive in the condition of high-quality arguments, while in case of low involvement, implicit attitudes were more positive in the condition of high source expertise. In addition, the main effect of anticipated negative emotions was significant.
Kerr et al. (2015)
Despite being heralded as one of the most
influential advertising-research theories
(Szczepanski, 2006), the ELM also has been
one of the most criticized. This criticism
includes fundamental constructs such as
(Kitchen et al.r 2014):
• the dual-processing framework;
• the idea of a continuum of elaboration;
• the definition of the mediating variables
and independent variables; and
• the fact that the model is descriptive, not
analytical.
Instead of being explored in the current
study, these criticisms were acknowledged as issues that remain empirically
unresolved. The current authors noted that
these criticisms have not had an impact on
the influence (or use of) the ELM by advertising scholars.
To question the relevance of advertising theory, the current study empirically tested its most cited work, the ELM (Petty
etal, 1983). What those scholars found in 1983 could not be replicated today in any of the three countries in which the current study was conducted. This global inability to replicate one of the most fundamental experiments from advertising’s halcyon mass-media days suggests advertising scholars need to re-think the assumptions and foundations of what they call “advertising theory.” Just because it has been cited a number of times and “everyone” believes it to be true does not necessarily mean a theory is relevant or even empirically generalizable given the massive changes that have occurred in the marketplace. The onus is on the marketing-research
industry and academia to question advertising theory: When everything around it has changed, why should any particular theory stay the same? And if advertising theory is not questioned, subsequent advertising research will become increasingly irrelevant.
Cyr et al. (2018)
To investigate the dynamics of online persuasion, this research uses the Elaboration Likelihood Model (ELM) to determine the effects of argument quality as a central route to influence attitude change versus design and social elements as peripheral routes to attitude change. Additional to this research is an examination of change in issue involvement as a mediator between central and peripheral routes leading to attitude change. Findings from a study involving 403 participants add to our understanding of ELM concerning the role of website design and how an individual’s level of issue involvement is a prerequisite to changing user attitudes
Chung et al. (2018)
Hotel consumers tend to rely on online reviews to reduce the risk to hotel products when they book hotel rooms because hotel products are high-risk products due to their intangibility. However, the development of ICT has caused information load, and it is an important issue to be perceived as useful information to consumer because a large amount of information complicates the decision making process of consumers. Drawn from Heuristic-Systematic Model(HSM), the present study explored the role of heuristic and systematic cues composing an online review influencing consumers’ perception of hotel online reviews. More specifically, this study identified reviewers’ identity, level of the reviewer, review star ratings, and attached hotel photo as heuristic cue, while review length, cognitive level of review and negativity in review as systematic cues. The binary logistic regression was adopted for analysis. This study found that only systematic cues of online review were found to affect the usefulness of it. Moreover, we preceded further study examining the moderating effect of seasonality in the relationships between systematic cues and usefulness.
Katz et al. (2018)
The purpose of this study is to determine how nonsmokers perceive conflicting information when a modified risk statement is included along with a warning label on e-cigarette packages. We propose an application of the heuristic-systematic model to test whether this conflicting information leads to more or less active processing. As part of a larger inquiry into e-cigarette labeling, we present an experiment (n = 303) in which we test this model with nonsmokers, measuring ambiguity perceptions, counter-arguing, reduced effectiveness of the message, and behavioral intentions. Results demonstrate that the addition of a modified risk statement on the package with the warning label increases ambiguity perceptions which can lead to reduced effectiveness of warning labels and reduced behavioral intentions to avoid using e-cigarettes among nonsmokers. While the systematic and heuristic pathways are both explanatory, heuristic processing provides the better fit.
Mastandrea and Crano (2018)
The goal of the research was to determine whether artworks said to be created by famous artists were appreciated more than the same artworks attributed to nonfamous artists. Analysis indicated that the works attributed to famous artists were more appreciated than the identical works attributed to nonfamous artists: The works were liked more and judged more interesting and beautiful (all p values
