Fostering resistance to repeated persuasive messages

2003 ◽  
Author(s):  
Petia Petrova ◽  
Robert Cialdini ◽  
Daniel Barrett ◽  
Jon Maner ◽  
Noah Goldstein
Keyword(s):  
Persuasive Messages

Online viewers’ choices over advertisement number and duration

2020 ◽  
Vol 14 (2) ◽  
pp. 215-238
Author(s):  
Stephen Nettelhorst ◽  
Laura Brannon ◽  
Angela Rose ◽  
Whitney Whitaker
Keyword(s):  
Exposure Time ◽  
Design Methodology ◽  
Persuasive Messages ◽  
Content Type ◽  
Independent Variables ◽  
Research Designs ◽  
Total Exposure Time ◽  
Online Simulations ◽  
Independent Variable ◽  
Two Independent Variables

Purpose The purpose of this study is to investigate online viewers’ preferences concerning the number and duration of video advertisements to watch during commercial breaks. The goal of the investigations was to assess whether online viewers preferred watching a fewer number of advertisements with longer durations or a greater number of advertisements with shorter durations. Design/methodology/approach Two studies used experimental research designs to assess viewers’ preferences regarding advertisements. These designs used two independent variables and one dependent variable. The first independent variable manipulated the type of choice options given to online viewers (e.g. one 60 s or two 30 s advertisements). The second independent variable manipulated when the choice was given to online viewers (i.e. at the beginning of the viewing experience or in the middle of the experience). The dependent variable measured viewers’ choices concerning their preferred advertisement option. Findings The results across both studies found that participants made choices that minimized total advertisement exposure time when possible. When minimizing total exposure time was not possible, participants made choices that minimized the number of exposures instead. Originality/value These investigations extend the literature on advertisement choice by examining online viewers’ preferences about the format of their advertising experience rather than the content of the persuasive messages themselves. In addition, these investigations provide value by investigating viewers’ responses to stimuli within realistic online simulations rather than abstract hypotheticals.

Rumors Denials as Persuasive Messages: Effects of Personal Relevance, Source, and Message Characteristics1

2005 ◽  
Vol 35 (6) ◽  
pp. 1301-1331 ◽  
Author(s):  
Prashant Bordia ◽  
Nicholas DiFonzo ◽  
Robin Haines ◽  
Elizabeth Chaseling
Keyword(s):  
Personal Relevance ◽  
Persuasive Messages

scholarly journals Whatever? The effect of social exclusion on adopting persuasive messages

2016 ◽  
Vol 157 (2) ◽  
pp. 181-193 ◽  
Author(s):  
Michaela Pfundmair ◽  
Nilüfer Aydin ◽  
Dieter Frey
Keyword(s):  
Social Exclusion ◽  
Persuasive Messages

Customizing persuasive messages; the value of operative measures

2018 ◽  
Vol 35 (2) ◽  
pp. 208-217 ◽  
Author(s):  
Maurits Kaptein
Keyword(s):  
Interactive Media ◽  
Database Systems ◽  
Customer Behavior ◽  
Customer Relationship ◽  
Persuasive Messages ◽  
Psychological Traits ◽  
Content Type ◽  
Out Of Sample ◽  
Out Of Sample Prediction ◽  
Operative Measures

Purpose This paper aims to examine whether estimates of psychological traits obtained using meta-judgmental measures (as commonly present in customer relationship management database systems) or operative measures are most useful in predicting customer behavior. Design/methodology/approach Using an online experiment (N = 283), the study collects meta-judgmental and operative measures of customers. Subsequently, it compares the out-of-sample prediction error of responses to persuasive messages. Findings The study shows that operative measures – derived directly from measures of customer behavior – are more informative than meta-judgmental measures. Practical implications Using interactive media, it is possible to actively elicit operative measures. This study shows that practitioners seeking to customize their marketing communication should focus on obtaining such psychographic observations. Originality/value While currently both meta-judgmental measures and operative measures are used for customization in interactive marketing, this study directly compares their utility for the prediction of future responses to persuasive messages.

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