Persuasive Messages Research Articles

Persuasive influencers and the millennials : how their relationships affect brand, value, and relationship equities, and customers' intention to purchase

Influencer marketing has evolved into a trend within marketing, and is increasingly receiving well-deserved attention. Academic literature has documented the benefits of influencer marketing, however, its' impact on Brand equity, relationship equity, value equity, and the intention to purchase brands has not received much attention, especially within the African context. The purpose of this article is to explore how a persuasive influencer's message affects the millennials, via its' impact on the above-mentioned variables. The research followed a quantitative approach and used convenience sampling for data gathering. Data analysis was carried out by the use of Structural equation modelling with the aid of AMOS 25 statistical software. The study finds that there is a positive relationship between a persuasive influencer and brand, relationship, and value equities, and the intention to purchase from brands. It makes a unique contribution to academic theory building by providing another possible configuration of these variables. The resultant framework creates a space for future research on the use of both technology and celebrities. The study findings also have practical implications for managers who contemplate using social media influencers. It also sheds light for strategic managers who make decisions on online marketing budgets to target millennials.

PELATIHAN PENJUALAN ONLINE UNTUK IBU-IBU PKK DI SAUNG SINGGAH TPU PONDOK KOPI, JAKARTA TIMUR

The purpose of this study is to provide training in the form of skills in building online-based businesses. In simple terms, the activity trains participants on how to market a product using the internet as the main capital. This online business training consists of three parts, namely providing material about business online, the direct practice of creating an account and using social media Instagram and marketplaces, and creating persuasive messages in order to attract buying interest. The results of this study are quite good. Housewives at Saung Singgah TPU Pondok Kopi, who participated in this training, we're able to understand the online business well, were able to create accounts on social media Instagram and the marketplace as a means of online sales quite well even though there were still mothers in making persuasive messages. -Mothers who have not been able to and have not been able to make good persuasive messages. It is hoped that the sustainability of this activity will provide deeper knowledge and insights about online-based businesses through social media and marketplaces.

A meta-analytic investigation of consumer response to anthropomorphic appeals: The roles of product type and uncertainty avoidance

We aim to resolve the mixed findings on the effectiveness of anthropomorphic appeals in generating positive product evaluations from consumers. In a meta-analysis of 47 papers that explores the persuasive impact of anthropomorphic versus non-anthropomorphic appeals, we show that when the salience of uncertainty is high (e.g., when consumers purchase experience products, when consumers come from countries with high uncertainty avoidance), anthropomorphic appeals are more influential than non-anthropomorphic appeals. We discuss the theoretical and practical implications of these findings, and how to improve persuasive messaging by considering the contextual effectiveness of anthropomorphism.

Positive Versus Negative Framing of Information

Background/Objectives: The message is being used as a mode of intervention leading to preventive healthbehaviors and can lead to modifications in knowledge, attitudes and behaviors in a large proportion ofhealth behaviors. The purpose of this study is to identify the effective and persuasive message types amongpositive and negative message types in information on specific health behaviors, to evaluate the effects bysystematically classifying and analyzing related studies and to lead evidence-based practices.Method/Statistical Analysis: In this study, meta-analysis was conducted to evaluate the trends and reportinglevels of the study in order to evaluate and systematically classify the effects of message types in informationon health behavior. Only clinical studies with randomization comparing the effects of positive and negativemessage framing with respect to health behavior were selected. In addition, a case where the interventionswere compared by dividing them into two groups was selected.Improvements/Applications: Among the final selected papers, 7 papers were included in the includedstudies through methodological quality evaluation. Comparison of the positive and negative messageinterventions is related to health behaviors related to breast cancer (SMD -0.04 (95% CI -1.57 to 1.50),health behaviors related to vaccination (MMR, HPV)(SMD 0.20 (95% CI -0.69 to 1.08), cancer screening,vaccination, physical activity and all health activities related to Type 2 diabetes screening (SMD -0.21(95% CI -0.89 to 0.47). All of these were not statistically significant. In order to confirm the change inhealth behavior according to message framing, a study considering the same target population and outcomeindicators is necessary.

Social Media and Environmental Activism: Framing Climate Change on Facebook by Global NGOs

Analyzing Facebook content produced by 289 global climate nonprofits from 18 countries, this study investigates these NGOs’ framing of climate change. Of the three protest frames, diagnostic was most popular. Of the three aspects of climate change, including impact, action, and efficacy, action was used most frequently, while efficacy was the least common. Messages refer to effects at the present time. NGOs from developed countries are more likely than those from developing nations to discuss climate actions. Climate impacts are more likely to appear in these NGOs’ persuasive messages than efficacy. Theoretical and practical implications of the findings are discussed.

Advancing oral health policy through persuasive messaging and effective research measures.

Oral health is often excluded from broad health policy discussions, addressed only in a policy silo. There is a paucity of research to guide policymaking as it relates to oral health. In response, AcademyHealth's Oral Health Interest Group organized a meeting during the 2019 AcademyHealth Annual Research Meeting to promote transdisciplinary dialog on the current state of oral health policy and the steps necessary to improve the oral health of Americans. This article summarizes the two main themes that emerged from the proceedings of the Oral Health Interest Group meeting: a) recommendations for advocating the inclusion of oral health in policy discussions and b) critical research topics and measures needed for effective oral health policies in the future.

“Then and Now”: Examining the Impact of Temporal Focus on Persuasive Messages across Seniors and Young Adults

ABSTRACT Background As the number of seniors around the world continues to proliferate, research devoted to enhancing our understanding of the specific needs of these individuals is warranted. The present research documents how the concept of time influences the preferences and behavioral intentions of older and younger adults in a consumer behavior context. Methods Study 1 had 99 young adults (under 25) and 82 seniors (over 65) rate persuasive advertisements varying in their temporal focus (past vs future vs control). Using a forced-choice paradigm, Study 2 had 98 young adults and 74 seniors choose between a product being advertised using a past versus future frame. Results Study 1 indicated that seniors responded more favorably to advertisements presented with a past-focus compared to future-focused and control ads, while younger adults rated the control ads higher than both the past- and future-focused ones. Study 2 reported that seniors opted for a past-focused product more frequently (68%) than a future-focused alternative (32%), with younger adults showing no pattern in their choices. Conclusions Seniors may respond more favorably to persuasive messages framed with a past temporal focus, in turn influencing their preferences and decision-making across several domains including consumer behavior, health promotion, and leadership.

Free Smiles Are Worth a Lot for Social Media Influencers: The Mediating Roles of Warmth, Competence, and Admiration

This research examines how visual representation of social media influencers affects perceptions and attitudes toward influencers and their persuasive messages. Using the theoretical frameworks of the Stereotype Content Model (SCM) and the Behaviors from Interpersonal Affect and Stereotypes (BIAS) Map, Study 1 demonstrated that influencers with broad smiles were perceived as warmer and more competent and evaluated more positively than those with closed smiles. Study 2 revealed that warmth and competence judgments led to admiration toward the smiling influencers, which in turn resulted in positive attitudinal and behavioral responses to their persuasive messages. By investigating the mediating effects of judgments and emotional responses toward influencers, this study reveals social cognitive mechanisms underlying psychological processing of influencer messaging.

On Changing Beliefs in the Closed Human Mind

ABSTRACT About a hundred years ago, the world was faced with a pandemic that would ultimately infect 500 million people and kill 50 million. Today, we face a potentially similar situation. Although at times like these, the discipline of communication is essential to promoting public health and welfare through its knowledge of persuasive messaging and mass communication campaigns, to increase our effectiveness, we need to be more aware of and better account for the influence of political ideology on response to messaging. In this essay, I look to lessons from the foundation of our discipline and draw on a variety of ideas across psychology, cognitive science, and linguistics to suggest a way forward.

Influencing HIV Testing Intentions: Comparing Narrative and Statistical Messages

ABSTRACT Narrative appeals are an effective way of shaping attitudes toward health-related topics. However, questions persist regarding the contexts in which narratives hold an advantage over other commonly used message formats. The current article compares narrative appeals to statistical appeals, one commonly used message format, in the context of HIV testing intentions. In addition, the current study combines the two message formats to determine whether there may be an additive benefit to using the two formats in tandem this important health context. In an attempt to more fully understand the relationship between message format and persuasion, several potentially important covariates are considered including perceived elaboration, need for cognition, health literacy, subjective numeracy and individual differences in message receivers. Results indicate an advantage for the combined message format on HIV testing intentions when controlling for need for cognition, health literacy, and subjective numeracy. Implications are discussed for use of the combined message in health persuasion research.

Influences of Position Justification on Perceived Bias: Immediate Effects and Carryover Across Persuasive Messages.

The current research examined how people infer whether novel sources are biased based on their ability to justify their position. Across nine studies, when sources provided weak versus strong arguments, message recipients perceived the source as more biased. This effect held controlling for other possible inferences, such as lack of expertise or untrustworthiness. This research also examined whether perceived source bias on one message can carry over to ambiguously related future persuasive messages. Studies 6 to 8 demonstrated that perceivers use both the perceived bias from an initial message and the argument quality of the second message to determine a source's bias on the new topic. Finally, perceived bias carried over from an initial message can influence persuasion on a second topic (Study 9). Ultimately, the present work provides insight into factors that affect perceived bias and the dynamic consequences of those perceptions.

Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions

In line with Kang and Herr's work (2006), this research questions the ELM's contention that celebrity credibility serves foremost as a peripheral element in a persuasive communication context. Nevertheless, in a different light to the Kang and Herr's ‘either-central-or-peripheral-role’ of a source characteristic, this research advances that celebrity credibility plays concomitantly central and peripheral roles in a persuasive message context depending on product involvement and brand-purchase motive. Particularly, this research uses the notions of ‘source internalization’ and ‘source identification’ (Kelman, 1961) to theorize that source credibility can have a concomitant dual role (peripheral and central) in a persuasion context. More precisely, this research investigates the interactive effects of source identification and internalization with product involvement as well as brand-purchase motives on consumers' attitudes and intentions. Source internalization is predicted to have persuasive effects in the contexts of high-involvement as well as informational products. Source identification is predicted to have persuasive effects in the context of low-involvement as well as transformational products. The findings of two experiments show that celebrity credibility acts through only a single route (i.e., only internalization has persuasive effects) uniformly across different product involvement levels and brand-purchase motive types. We interpret these results with the lens of the ‘match-up’ hypothesis (Kamins, 1990).

Paradoxical effects of persuasive messages.

Paradoxical effects of persuasive messages.

The Influence of Promotion via LINE Messenger on the Attitude of Starbucks’ LINE Official Account Followers

The research aimed to determine the effect of promotion through persuasive messages via LINE messenger applications on the attitude of Starbucks’ LINE official account followers. The analytical research applied the S-R (Stimulus-Responses) theory with quantitative approaches and survey methods by distributing questionnaires in analytical to 400 respondents, who are followers of Starbucks’ LINE official account. The research uses sociopsychological tradition focusing on individual social behavior, personal effects, perception, cognition, personality and traits. Research findings were based on the answers of respondents who strongly agree on cognitive, contextual, and affective indicators. The research comes up with results indicating that there is a strong influence of promotion via LINE messenger on the attitude of Starbucks’ LINE followers, where the magnitude is positive. The results find that customers receive Starbucks’ promotion messages with positive attitudes and feedbacks as well. It is suggested that future research consider to determine the occurrence of stages of customers’ purchase decision.

Strategies and Persuasive Appeals in the Public Service Messages about Health Issues on Pakistani Television Channels

The study analyses strategies and persuasive appeals in the public service messages aired on Pakistani TV channels during 2016-2018, that measures the effects of PSMs on audience behaviour. The PSMs fails to deliver messages due to dissimilar socio-economic backdrop and scope of the audience understanding. The purposive sampling of six selected PSM is on the bases of health themed PSM’s. Objective is to investigate the characteristics of ads, role of the message, major health issues, sources of the message and appeals. The AIDA model, persuasion theory and social responsibility theory used to filter the textual analysis of the selected PSMs. It was found that the PSMs presented health issues while using celebrity endorsement and persuasive message appeals as persuasive techniques. The PSMs such as breast cancer persuaded women for self-care, calcium deficiency PSM to calcium intakes, heat stroke PSM to precautionary measures during emergency situations, the malnutrition PSM to women healthy diet during pregnancy. The study recommends that advertisers, producers and TV channels should adopt audience perception based important strategies for social welfare, while the state must promote them.

The Effectiveness of Online Messages for Promoting Smoking Cessation Resources: Predicting Nationwide Campaign Effects From Neural Responses in the EX Campaign.

What are the key ingredients that make some persuasive messages resonate with audiences and elicit action, while others fail? Billions of dollars per year are put towards changing human behavior, but it is difficult to know which messages will be the most persuasive in the field. By combining novel neuroimaging techniques and large-scale online data, we examine the role of key health communication variables relevant to motivating action at scale. We exposed a sample of smokers to anti-smoking web-banner messages from a real-world campaign while measuring message-evoked brain response patterns via fMRI, and we also obtained subjective evaluations of each banner. Neural indices were derived based on: (i) message-evoked activity in specific brain regions; and (ii) spatially distributed response patterns, both selected based on prior research and theoretical considerations. Next, we connected the neural and subjective data with an independent, objective outcome of message success, which is the per-banner click-through rate in the real-world campaign. Results show that messages evoking brain responses more similar to signatures of negative emotion and vividness had lower online click-through-rates. This strategy helps to connect and integrate the rapidly growing body of knowledge about brain function with formative research and outcome evaluation of health campaigns, and could ultimately further disease prevention efforts.

Using Messages Targeting Psychological versus Physical Health Benefits to Promote Walking Behaviour: A Randomised Controlled Trial.

This study aimed to test the efficacy of a messaging intervention targeting psychological or physical benefits plus goal setting and self-monitoring strategies to promote walking activity in the university context. Two hundred and thirty university students from the University of Naples Federico II were randomly allocated to one of four conditions: physical health messages+self-monitoring, psychological health (well-being) messages+self-monitoring, self-monitoring, and no messages. All three intervention conditions were exposed to goal setting (doing at least 7,000 steps a day) and participants were required to monitor their daily progress through the specific step counting app. Participants' walking activity and related psychological variables were assessed at T1 and T2. We ran ANCOVAs and mediation analysis to test our research questions and hypotheses. Analyses were based on the N=156 who completed all measures at both time points. Participants in the three experimental (message) conditions reported improvement in psychological variables and behaviour. In particular, the messages focused on the physical health benefits, combined with self-monitoring, were the most effective. Our study provides new information on the factors that could be usefully targeted to promote walking activity (i.e. intention, past behaviour, action control, and persuasive messages on the physical benefits of walking).

Persuasion-Induced Physiology as Predictor of Persuasion Effectiveness

Physiological responses to persuasion can help to increase our understanding of persuasive processes, and thereby the effectiveness of persuasive interventions. However, a clear relationship between psychophysiology and persuasion is not yet established. This article investigates if peripheral physiology predicts persuasion effectiveness, and whether peripheral physiology yields information that is not represented in other predictors of persuasion. We studied physiological reactions in the cardiovascular, electrodermal, facial muscle and respiratory systems of 75 participants while they read gain- or loss-framed persuasive messages advocating increased oral health care behavior. Persuasion effectiveness was measured as pre to post intervention changes in self-reported attitudes and intentions, as well as through changes in behavioral compliance over three weeks. Overall, participants showed stronger attitudes and intentions directly after the intervention (short-term persuasion), but did not show changes in behavior or attitudes two weeks later (no long-term persuasion). On an individual level, physiological reactivity parameters yielded additional information – next to self-report measures – to predict persuasion effectiveness on attitude, intention and behavioral compliance. To conclude, our findings suggested a positive relationship between physiological reactivity to persuasive messages and subsequent attitudes, intentions and behavior, and quantified the extra personalization that psychophysiological measures might bring to persuasive messaging.

How Color Affects the Effectiveness of Taste- versus Health-Focused Restaurant Advertising Messages

Despite the ubiquitous use of taste-focused and health-focused advertising messages, the existing advertising literature offers little guidance on how the persuasiveness of such messages might be enhanced through design elements such as color. To address this gap, the current research examines the new congruency of a visual design element (i.e., color) and a verbal design element (i.e., message type) and explores how color may facilitate the persuasion of taste-focused versus health-focused advertising messages. The message–color congruency effect is examined across two studies with between-subjects experimental designs utilizing an Amazon's Mechanical Turk (Mturk) consumer panel. The findings suggest that taste-focused advertising messages combined with color imagery and health-focused advertising messages combined with black-and-white (BW) imagery can effectively boost consumer responses, including attitude toward the ad, attitude toward the restaurant, purchase intention, and willingness to pay (WTP). Furthermore, mediation analyses demonstrate that the proposed message–color congruency effect is driven by consumers’ subjective experience of “feeling right” during information processing. Implications for designing advertisements are discussed.

Processing Ambiguous Social Identity: Disclosure of Identity and Phenotypic Prototypicality Affect Processing and Evaluation of Persuasive Messages

Abstract This study investigates how news stories about models’ social identities, models’ actual social identities, and ease of categorization of models into societally predominant gender and racial categories affect processing and evaluation of persuasive messages. Participants read news stories about fashion companies that used transgender or biracial models in advertising campaigns or control stories and then viewed a series of still images edited to look like advertisements. Physiological responding and self-reported attitudes were recorded. Results indicated more positive evaluation of images preceded by news stories about models’ social identities compared to control stories. With a few exceptions, participants did not differ in their evaluation of images based on actual identity, although actual identity did affect processing. While participants responded positively to images with racially ambiguous models, they did not respond positively to images with androgynous models. Results are discussed in regard to theoretical and practical implications.