How the Live Streaming Commerce Viewers Process the Persuasive Message: An ELM Perspective and the Moderating Effect of Mindfulness

This research applies the binding communication model to the sustainable communication strategies implemented in most hotels. The binding communication model links a persuasive message with the implementation of a low-cost commitment to strengthen the link between the attitudes and behavior of those receiving the message. We compared the effectiveness of a classical communication strategy (n = 86) with that of a binding communication strategy (n = 101) to encourage guests to choose sustainable behavior. Our results show that using the binding communication strategy generates significantly more sustainable behavior in guests than using the classical communication strategy. We discuss our results and suggest future avenues of research.

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Effects of the Binding Communication Paradigm on Attitudes

Swiss Journal of Psychology ◽

10.1024/1421-0185/a000091 ◽

2012 ◽

Vol 71 (4) ◽

pp. 227-235 ◽

Cited By ~ 3

Author(s):

Fabienne Michelik ◽

Fabien Girandola ◽

Robert-Vincent Joule ◽

Amandine Zbinden ◽

Lionel Souchet

Keyword(s):

Persuasive Communication ◽

Favorable Attitude ◽

Persuasive Message ◽

Communication Paradigm ◽

Communication Condition ◽

Communication Approach

The binding communication approach is situated at the intersection of research on persuasive communication and commitment. Binding communication refers to the combination of a preparatory act involving commitment and a persuasive message. Two studies showed that differences in attitudes toward recycling (Study 1) or swimming (Study 2) are more likely to occur following a persuasive message combined with a preparatory act involving commitment (i.e., binding communication) as compared to either technique alone. Specifically, in Study 1 we observed a more favorable attitude toward recycling in the binding communication condition compared to the conditions involving only a preparatory act involving commitment or only a persuasive message. In Study 2, we replicated the results of Study 1 and examined the effect on attitudes of performing a preparatory act with a strong versus weak level of commitment when this was preceded versus not preceded by a persuasive message.

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