Browsing by Subject "Persuasion (Psychology)"
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Item Communication and the division of labor about household tasks : perceived strategies used to negotiate tasks in the Mexican household(2008-12) González Alafita, Ma. Eugenia; Daly, John A. (John Augustine), 1952-The purpose of the study was to examine: (a) the influence communication strategies Mexican men and women reported using when negotiating household work with their partners; (b) the influence communication strategies perceived their partners use when negotiating with them; (c) whether spouses considered the reported strategies as being effective to make their partners do what they need/want, and (d) whether spouses perceived the influence communication strategies used by their partners effective. This dissertation consisted of two inter-related studies performed in Monterrey, Nuevo León, México. The first study was an interview project, where 24 males and females were questioned about how they influence and are influenced by their partners in regard to participating in household tasks. The population consisted of married dual-income Mexicans with at least one child. The second study used the results of Study I to probe, via questionnaire, how couples influence and are influenced by their partners in regard to participating in household tasks, the relative reported frequency of use of the different strategies, and their perceived effectiveness when using them. 92 couples participated in this study: 46 males and 46 females who live in a double-income marriage. Mexican couples perceived equity about how the household tasks are distributed within their homes. Moreover, the degree of happiness about the contribution each partner makes to the household is high, and participants reported being very satisfied with their relationship. The influence communication strategy men and women reported using most often to make their partners participate in household tasks, and the one they perceive their partners used most often is positive affect. The reported strategies that are rarely or never used or perceived are: humor, sarcasm, ignore, and threat. Positive affect was perceived by husbands and wives to be the most effective influence, while the least effective was threat and ignore. The most significant correlation between strategies reported used by husbands and perceived by wives were positive affect, delegate and ignore. The most significant correlation between strategies reported used by wives and perceived by husbands were: suggest, avoid, and reciprocation. This study found a negative and significant relationship between using the strategy ignore and marital satisfaction, and a negative and significant relationship between perceived partners’ use of the strategy threat and marital satisfaction.Item An examination of persuasive financial communications(2008-05) Winchel, Jennifer Lynn, 1973-; Koonce, Lisa Lynn, 1959-In this dissertation, I provide two essays that examine how parties in the financial communication process attempt to persuade other market participants. In the first essay, I provide a thought piece in which I accomplish two objectives. First, I explain how the financial communications process involves persuasion, which is defined as “any effort to modify an individual’s evaluations of people, objects or issues by the presentation of a message” (Petty and Cacioppo 1986, p. 25). The parties on which I focus are corporate managers, information intermediaries (hereafter, sell-side analysts), and investors. I describe the typical communications among the three dyads represented by these groups (e.g., managers-analysts, analysts- investors, etc.), and argue that it involves persuasion. Second, I introduce one persuasion theory--the persuasion knowledge model (PKM)--and explain how it can increase our understanding of the financial communications process. The PKM outlines additional factors beyond those suggested by economic theory--such as, topic knowledge, persuasion knowledge, and recipient (provider) knowledge--that influence the selection of and reaction to persuasion strategies in financial communications. In the second essay, I use two experiments to investigate one dyad--e.g., analysts-investors--in the communications process. Within these experiments, I examine one persuasion strategy that sell-side analysts might use to persuade investors. I test the hypothesis that including some negative argumentation in a favorable analyst report (e.g., two-sided argumentation) acts as a credibility enhancer and augments investor response to the positive arguments included in the report. I also examine whether this effect depends on how investors view one- and two-sided reports: separately or simultaneously. Experimental results show that two-sided argumentation influences credibility only when one- and two-sided reports are viewed simultaneously. Further, this credibility effect is moderated by the strength of the positive arguments, as credibility is enhanced only when the arguments are weak. In contrast, when one- and two-sided reports are viewed independently, two-sided argumentation does not enhance credibility. Rather, argument strength alone determines credibility, as well as the likelihood of investment. These results suggest that, under certain conditions, sell-side analysts can use attributes of accounting argumentation to enhance the credibility of their favorable research and generate trade.Item Is that all?: exploring the cognitive and affective processes underpinnings of the "that's-not-all" technique(2005) Banas, John Andrew; Daly, John; Turner, MoniqueFrom late night television commercials to donation-soliciting telemarketers, the prevalence of compliance-gaining messages is ubiquitous in our society. Among the messages examined by scholars is the “that’s-not-all” (TNA) technique, in which an offer is improved before the message receiver has an opportunity to respond. Although the TNA procedure has been the subject of several experiments, there is a dearth of research examining why the technique works and why it does not. The purpose of this dissertation is to systematically investigate the cognitive processes mediating the effectiveness of the TNA procedure as well as boundary conditions for its use. Two studies were conducted on the TNA procedure, the first in a telemarketing context and the second in a television commercial context. In both studies, the prosocialness of the organization, the presence of a negotiation message element, and the size of the TNA request were manipulated as independent variables. The dependent measures were compliance and cognitive and affective responses to the messages. Four theoretical explanations were tested against one another: perceptual contrast, reciprocal concessions, reverse TNA effect, and anticipated guilt. The results of the two studies were generally similar. The perceptual contrast explanation was most consistent with the compliance results. The results also indicated that anticipated guilt increases the effectiveness of the TNA technique. The results indicate the need for further examination of the cognitive and affective responses to compliance-gaining tactics. The dissertation concludes by outlining future directions of research on the TNA procedure.Item They placed, I saw, I was conquered : evaluating the effects of persuasion knowledge and prominence of brand placement on viewers' attitudes and behavior(2006-12) Andriasova, Anna Valerii, 1975-; Cunningham, Isabella C. M.With the diminishing value of traditional television advertising – due to fragmented television audiences and the development of commercial skipping technologies such as TiVo – advertisers are looking at ways to integrate brands directly into mass media programming. This phenomenon has come to be known as brand placement, and this study examines the influence of such placements on viewers’ brand-related memory, attitude and behavior. The study proposes that viewers’ attitude towards the programming content, their desire to emulate the character associated with the placement, their awareness of the persuasive intent of brand placement, and the prominence of the placement itself - impact that influence. The study also proposes that low-involvement implicit measures may be more effective than traditional self-reported measures in uncovering the full effects of brand placement. Those proposals formed the basis of a three-study experimental research project. The first study evaluated the use of implicit measures, such as Strength-of-Association (SOA), in brand placement research. The second study evaluated how knowledge of the persuasive intent of brand placement affects viewers’ brand-related memory, attitudes and behavior. The third study evaluated whether the effects of brand placement differ, depending on the placement prominence among viewers with knowledge of persuasion intent. The initial investigation shows that though self-reported brand attitudes did not differ among the viewers exposed to brand placement and those who were not, their brand-related SOAs reflected significant differences. Further results reveal that memory effects are strongest when viewers are aware of the persuasive intent of brand placement. With regards to SOAs, when viewers are not aware of persuasion intent, their attitude towards the programming and desire to emulate the characters may be used to predict their brand-related SOAs. Such SOAs are also affected by the prominence of the placement. In terms of behavior effects, viewers with no knowledge of persuasive intent were more likely to choose a prominently placed brand over competitors’ brands, whereas viewers with such knowledge were more likely to choose subtly placed brands. This study concludes with a discussion of the theoretical and managerial contributions of the findings above, and suggestions for possible extensions of the research conducted.Item Using principal components analysis to understand consumers' moment-to-moment affect traces and their influence on ad and brand attitudes(2008-08) Young, Jennifer Lee, 1973-; McAlister, LeighMarketers and advertisers have long searched for new and more powerful ways to measure the effectiveness of advertising. One data source that has proven useful is consumers’ moment-to-moment affective responses to advertisements. The first essay of my dissertation examines consumers’ moment-to-moment evaluations of advertisements and presents an application of principal components analysis that allows researchers to understand divergence in consumer response and link this divergence to specific elements of the ad’s storyline. While traditional research has focused on the aggregate peak, final moment and linear trend of consumers’ affect traces in predicting overall evaluations of the advertisement, this application provides better predictions of holdout evaluations. Additionally, I find these traditional measures do not provide insight into consumers’ credibility assessments of the advertisement and illustrate that these evaluations are determined much earlier in the advertisement. The second essay of my dissertation examines how important consumer characteristics (receiver factors), such as prior brand attitude and product category involvement, impact consumers’ moment-to-moment affective responses to advertisements. I also examine how these consumer characteristics moderate the relationship between consumers’ affect traces and important downstream variables such as attitude toward the ad, attitude toward the brand and likelihood to purchase the product. I demonstrate that consumers form biased evaluations based on their prior brand attitude and category involvement and illustrate how advertisers can reduce these biases resulting in greater attitude change in consumers less positively predisposed to the product.