The Effect of Anthropomorphic Appeal on Consumer Protective Behavior in Service Facilities

Implementing health protocols, wearing masks, and maintaining physical distance in the service facilities are necessary during this Covid-19 pandemic. So, we need a health appeal message in the service industry to discipline consumer behavior. This study examines the effects of anthropomorphic persuasive appeal on consumer protective behavior. This study consists of two studies and used an experimental method. The results showed that the anthropomorphic persuasive message made consumers feel more fear, understand the message more easily, and perceive that the object had more power. The effect of messages on protective behavior is significantly mediated by fear. Meanwhile, ease of understanding and power are not significant mediations. Study 2 which focuses on the application in service facilities also shows that anthropomorphic appeal can influence protective behavior. These results indicate that the emotional aspect, in this case, the fear of consumers, has more influence on protective behavior.

Inoculating against Persuasion by Scientific Racism Propaganda: The Moderating Roles of Propaganda Form and Subtlety

The effectiveness of attitudinal inoculation in reducing the persuasive appeal of undesirable beliefs and behaviors is long established across multiple domains. However, investigations into its use for preventing violent extremism have only recently been undertaken. The current study adds to this literature by examining the moderating effects of far-right propaganda form and subtlety on the counter-persuasive effects of inoculation in the context of far-right extremism. This study (N = 404) tests the efficacy of inoculation to prevent adoptions of beliefs, attitudes, and intentions consistent with a key theme of far-right propaganda: scientific racism. Results of this 2 (inoculation vs. control) × 2 (propaganda form: video vs. meme) × 2 (propaganda subtlety: subtle vs. obvious) experiment demonstrate that inoculation prevents persuasion by scientific racism propaganda overall, however some outcomes are moderated by the interaction between propaganda form and subtlety. By highlighting the conditions under which inoculation is most likely to be effective, these results have significant implications for the development of inoculation messages intended to prevent far-right violent extremism.

COGNITIVE CONSIDERATION IN PERSUADING READERS IN ARGUMENTATIVE WRITING

The objectives of this study was to describe the writers’ ways of persuading readers in argumentative writing. This study followed the theory of Ramage et.al. (2016) about the ways of persuading readers which comprises of text structure, reasoning, and persuasive appeal. This study used descriptive qualitative design. The data of this study were gathered by using elicitation technique, asking the 8th semester of undergraduate students to write argumentative text under predetermined topic Social Media Should be Banned with three intended readers, they were: Junior High School, Senior High School, and Undergraduate students.This study revealed that the subjects manipulated the text structure by presenting three-layered text structure of argumentative writing, and presenting the pseudo-evidence and organizing cause and effect relationship in terms of the reasoning aspect.Keywords: Cognitive Consideration, Argumentative, Writing, Persuasive

Revisiting Precipitation-Induced Smoking: The Role of Hedonic Versus Utilitarian Advertising Message on Smoking-Related Intervention

Background: Smoking-related intervention remains an important social marketing challenge. This article investigates the role of precipitation in driving smoking initiation and, by extension, examines how the nature of the persuasive appeal of anti-smoking messages can mitigate this effect. Focus of the Article: Research and Evaluation, Insights on Social Marketing-Mix (i.e., 4Ps). Research Question: This article aimed to investigate the role of precipitation in driving smoking initiation as well as to examine how the nature of the persuasive appeal of anti-smoking messages might moderate this effect. Importance to the Social Marketing Field: This research extends prior literature exploring how external factors might impact cigarette consumption. Also, this study brings a new understanding regarding the role of affect in everyday consumption and enriches the literature studying downstream consequences of negative affect and emotion regulation. Moreover, this research contributes to the theory of consumption motive and yields managerial implications into the social marketing domain regarding curbing precipitation-induced smoking. Methods: This research utilizes a survey (Study 1) and a controlled laboratory experiment (Study 2). Results: The results provide converging evidence that precipitation tends to induce one’s negative mood, which in turn triggers urges to smoke (Study 1—marginally significant main effect of weather: p = .058). Furthermore, the hedonic (vs. utilitarian) anti-smoking message is more likely to mitigate the precipitation-induced cigarette smoking (Study 2—significant interaction between weather and persuasion type: p = .04). Recommendations for Research or Practice: This research deepens the understanding of how natural environment, and precipitation, in particular, is linked to cigarette-smoking behavior and contributes to the literature on cigarette consumption and affect regulation. For social marketers and policy makers, the findings offer actionable insights into leveraging social marketing-mix (i.e., 4Ps) in the context of smoking-related interventions. Limitations: Conceptualization of negative mood was broad. Future research should investigate the specific types of negative moods (e.g., anger, depression, sadness) for a more nuanced understanding of the precipitation effect.

The Persuasiveness of a Humorous Environmental Narrative Combined With an Explicit Persuasive Appeal

Entertainment narratives commonly feature explicit appeals to underscore important content therein. This strategy may also undermine the subtle approach that characterizes narrative persuasion. This experiment examined the effects of a pro-environmental public service announcement (PSA) combined with an entertainment narrative on environmental intentions and behaviors. Results revealed that the combination of an environmental narrative and PSA led to fewer intentions to engage in environmentally friendly behaviors than exposure to the environmental narrative alone. The PSA combined with the environmental narrative also led to greater perceived persuasive intent and, among those who held negative views about the environment, greater reactance and less environmentally friendly behavior.

Replying to a Crisis: James Macpherson's The Rights of Great Britain Asserted against the Claims of America

The chaotic period of the American Revolution engaged many writers on both sides of the Atlantic arguing for and against the claims of the American colonists. One of the most popular and effective statements of the British position regarding the rebellion emerged from James Macpherson, poet of Ossian, historian, and government writer. As an accomplished literary talent in the service of politics, Macpherson wrote the pamphlet, The Rights of Great Britain Asserted against the Claims of America (1775), designing a persuasive appeal to the British public for preserving order and supporting the Monarchy. Macpherson displays a controlled, often dispassionate voice in dealing with the American rebellion, while seeking humane solutions with creativity, conviction, and agility in an environment of popular discontent and political instability. Finally, as a poet, he insisted on balancing the historian's empirical demand for facts with sensitivity and a liberal spirit of dialogue often in opposition to the dominant opinion of his King and ministers.

India's Obsession with Kashmir: Democracy, Gender, (Anti-)Nationalism

This article attempts to make sense of India's obsession with Kashmir by way of a gendered analysis. I begin by drawing attention to the historical and continuing failure of Indian democracy in Kashmir that results in the violent and multifaceted dehumanisation of Kashmiris and, in turn, domesticates dissent on the question of Kashmir within India. This scenario has been enabled by the persuasive appeal of a gendered masculinist nationalist neoliberal state currently enhanced in its Hindutva avatar. I focus on understanding how the violence enacted upon Kashmiri bodies is connected to feminised understandings of the body of Kashmir in India's imagination of itself as a nation state. I argue that the gendered discourses of representation, cartography and possession are central to the way in which such nationalism works to legitimise and normalise the violence in Kashmir. I conclude with a few reflections on how Kashmir is a litmus test for the discourse on (anti-)nationalism in contemporary India.

Conclusion: a limited Conservative renewal?

The conclusion evaluates the success of Cameron’s strategy of Conservative Party renewal. It argues that although the ambitious vision of Conservative modernisation was attenuated with time and the pressure of external events, some significant progress was made towards the broader goal of Party renewal. Even if the Conservative Party did not reconstruct radically its philosophy and policies, it did take steps towards a more socially liberal synthesis and did successfully diversify its candidates to present an image relevant to the twenty first century. It also re-established some of credibility as a Party with governmental competence and in 2010 and 2015 improved its electoral outreach. How long-lasting these achievements will prove is unclear. Labour’s move left under Corbyn and the weakened state of the Liberal Democrats offer Cameron space in the short-term at least to build further electoral advantage. But the EU referendum poses a renewed threat to party unity. Cameron’s period as Party leader saw some major accomplishments for a Party that had long been in the wilderness. Whether those accomplishments can be sustained will depend on how well the Conservative leadership handles divisive issues, especially the outcome of the referendum but also migration and Scotland, and on how far the Party can project a persuasive appeal into the next electoral cycle.