Message Design Logic and Message Goal Structure Effects on Perceptions of Message Quality in Regulative Communication Situations

O'Keefe has suggested that variations in the goal sets individuals choose to pursue and the form of reasoning they employ are sources of variation in message designs. She offered an analysis of the specific consequences of differences in goals (“message goal structure”) and in forms of reasoning (“message design logics”), and shouted how this analysis could be used to describe systematically functional variations in regulative messages. The study reported in this article explored the consequences of differences in message design logic and goal structures for success in regulative communication situations; Messages that differed in these properties were presented to subjects for evaluation on a number of functionally significant dimensions. Level of message design logic was straightforwardly associated with every type of effectiveness that was assessed. Differences in message goal structures had more selective effects on message evaluations, often involving interactions with the level of construct differentiation of the message evaluator.     

Are all experiences of fit created equal? Two paths to persuasion

Regulatory fit influences the effectiveness of persuasion through two paths: 1) a “feeling right” as “feeling good about the target” effect where feeling right is a positive feeling that transfers positivity directly to the target, similar to “feelings as information” or fluency effects, and 2) a “feeling right” as “feeling confident about the evaluation” effect where feeling right is feeling confident about one's evaluative judgments of the target that increases reliance on those evaluations. We propose that the involvement with an attitude-related issue in a persuasion message is one key factor that determines when each effect will occur. Five studies demonstrate that under high involvement, fit increased reliance on evaluative reactions to the target, making a target of a positive advocacy message evaluated as more positive and a target of a negative advocacy message evaluated as more negative; and under low involvement, fit increased the positivity of feelings toward the target regardless of the valence of the message advocacy, making the evaluation of the target more positive for either a positive or negative advocacy message.     

Speech style,gender stereotypes,and corporate success: What if women talk more like men?

This study tests competing socialization- and identity-based hypotheses concerning the impact of variations in speech style (powerful/powerless) on perceptions of male and female managerial job applicants. In addition, we investigate the effect of the gender of the observer on sensitivity to variation in speech style. Supportive of the socialization hypothesis, speech style has a significant effect on expectations of “success” and “acceptance” in a managerial position, as well as on attributions of situationally relevant traits regardless of the gender of the applicant. However, the identity perspective is supported by the finding that gender of the applicant affects perceptions of “liking” and attributions of gender-linked traits. We argue that the relevance of evaluative dimensions and traits for a particular context affects the impact of gender on the interpretation of actions. As predicted, female observers were more sensitive to variations in speech style. In fact, the effects of speech style on evaluations of applicants disappeared when only male responses were considered. The implications of these findings for equal opportunity in hiring and promotion are discussed.     

Communicating safety with drivers via dynamic message signs

In recent years numerous transportation agencies have begun displaying creative safety messages like “get your head out of your apps” on dynamic message signs (DMS). DMS have been used traditionally to provide real-time information about travel times, weather conditions, construction, and incidents. Applying emotional and consequential concepts from protection motivation theory, which has a track record of leading to behavioral changes from public awareness campaigns, this study evaluates how the use of safety messages on DMS impacts driver perceptions. We find that emotions, but not consequences, impact self-reported driving behavior. Further, while drivers reported negative emotions would change their driving habits, positive messages were recalled far more often. Cell phone related messages were recalled most frequently despite being rarely displayed along roadways in Michigan where the study is conducted. Thus, the results support the use of positively themed messages with consequences that drivers perceive as realistic.     

The Effect of Patriotic Messages on Restaurant Tipping1

This study compared the effectiveness of 2 types of patriotic messages with a warmth/ ingratiation message and a control condition on restaurant tipping. Two female food servers waited on 100 parties eating dinner. When diners were finished with their meals, servers left them 1 of 4 messages on their checks: “Have a Nice Day,”“God Bless America,”“United We Stand,” or no message. Results indicated that parties who received the “United We Stand” message left significantly higher tips than did those receiving no message or the “Have a Nice Day” message. No other significant differences were found. These results and their implications are discussed.     

Effectively using death in health messages: Social loss versus physical mortality salience

Research based on the terror management health model demonstrates that highlighting death as a consequence of risky behavior can lead to unintended responses to health communications. In two studies, we investigate whether a form of social loss message frame can motivate someone to change his or her behavior to prevent negative health consequences. In Study 1, we compare social loss and physical mortality print messages in the context of “texting while driving.” Overall, social loss as opposed to physical mortality messages facilitate greater intent to reduce risky health behaviors when death‐related cognitions have been removed from conscious awareness. In Study 2, we manipulate message framing and self‐affirmation in the context of “smoking.” We find that highlighting family members' inability to cope when one dies can result in health messages that facilitate the acknowledgment of the health risk and reduce risky health behaviors. This effect is enhanced when individuals affirm on the importance of “relationships with family and friends” prior to viewing health messages. The implications for the terror management health model are discussed noting that death can be effectively used in health communication when framed as relationship protection rather than one's physical mortality.     

Vulnerability Beliefs, Symptom Experiences, and the Processing of Health Threat Information: A Self-Regulatory Perspective

This study used a self-regulation model of health behavior to explore the impact of risk perceptions and disease-risk symptoms on responses to health messages. Undergraduates with beliefs of high or low vulnerability to heart disease participated in a task that either did or did not induce disease-risk symptoms. Participants were then given a threatening or reassuring message about heart disease prevention, or no message. Participants with high-vulnerability beliefs reported higher exercise intentions only after the reassuring message, and then only in the absence of risk symptoms. However, their exercise rates were increased by both messages and by the symptoms. Participants with preexisting beliefs of low vulnerability reported higher risk perceptions after experiencing the symptoms; only the threat message enhanced their exercise rates.     

It's lonely at the bottom (too): The effects of experienced powerlessness on social closeness and disengagement

Although “powerlessness” is a pervasive experience for employees, prior social power research has predominantly focused on consequences of “powerfulness.” This has led to contradictory predictions for how experienced powerlessness influences employees’ social perceptions and behaviors. To resolve this theoretical tension, we build on Social Distance Theory (Magee & Smith) to develop a theoretical model suggesting that experienced powerlessness reduces social closeness and subsequently causes social disengagement behaviors both at work (reduced helping and increased interaction avoidance) and at home (increased withdrawal). Our model also elucidates the processes that cause powerlessness to reduce social closeness, demonstrating that employees’ affiliation motive and their expectation of others’ interest in affiliating explain this relationship. We further propose that the effect of powerlessness on social closeness will be stronger for employees high (vs. low) in political skill because these employees are more attuned to workplace power dynamics. We find support for our model in an experience-sampling field experiment and two experimental scenario studies. Our research clarifies the effects of powerlessness on social closeness and organizationally relevant downstream consequences, qualifies dominant assumptions that the powerless always behave in ways opposite those of the powerful, and demonstrates the importance of political skill as a moderator of power's effects.     

Words as Weapons—When Do They Wound? Investigations of Harmful Speech

The following investigations juxtapose jurisprudence and communication literatures to examine under what conditions racist speech is perceived as harmful. Specifically, one theory of legal liability, the tort of intentional infliction of emotional distress, and one intergroup approach, social identity theory, guided three empirical studies investigating verbally disturbing communication targeted at Asian Americans. The studies examined how the attribution of harm was influenced by variables such as group membership, message severity, message explicitness and the medium ofpresentation. One finding in particular, an interaction between group membership and message explicitness (direct vs. indirect), emerged across the three studies. Results revealed that as “objective” evaluators of deprecating speech, out-group members attributed the direct messages of racism to be more harmful than in-group members did, but, conversely, in-group members evaluated the indirect messages of racism to be more harmful than the out-group members did. Theoretical explanations for this finding and its resulting legal implications are discussed.     

Cognitive Processing and the Functional Matching Effect in Persuasion: The Mediating Role of Subjective Perceptions of Message Quality

In two experiments, we examined the hypothesis that subjective perceptions of message quality mediate the functional matching effect in persuasion. In Experiment 1, participants whose attitudes and behaviors serve primarily a value-expressive function (i.e., low self-monitors) or a social-adjustive function (i.e., high self-monitors) were exposed to persuasive messages that contained value-expressive, social-adjustive, or both types of arguments in favor of voting. Functionally-relevant messages (i.e., the social-adjustive message for high self-monitors and the value-expressive message for low self-monitors) produced enhanced perceptions of message quality and persuasiveness, more positive attitudes, and more message-related behavior than functionally nonrelevant messages. Functionally mixed messages were generally more effective than messages containing only functionally nonrelevant arguments, but less effective than messages containing only functionally relevant arguments. Path analyses indicated that the influence of functional relevance on attitudes and behavior was significantly mediated by subjective perceptions of the quality of the message. In Experiment 2, we exposed participants to a functionally relevant or nonrelevant voting appeal five days before a presidential election. Results replicated those of Experiment 1; functionally relevant messages produced more favorable attitudes, and this effect was mediated by enhanced perceptions of message quality. Finally, postmessage attitudes exerted a significant influence on whether participants voted in the election, and this effect was mediated by voting intentions. Discussion focuses on the subjective nature of message evaluation and on the cognitive processes underlying the functional matching effect in persuasion.     

Perceptions of source efficacy and persuasion: Multiple mechanisms for source effects on attitudes

When communicators are perceived as likely to bring proposed outcomes to fruition, they have source efficacy. Although perceptions of source efficacy are common in persuasion settings, this construct has received little direct research attention. The present research explored how source efficacy may impact persuasion in different ways at different levels of motivation to process messages. Across three experiments, participants encountered message arguments of varying quality from a source manipulated to be relatively efficacious or inefficacious. When motivation to process the message was low, source efficacy served as a peripheral cue (Experiment 1). When motivation was high, efficacy information learned before the message biased processing of ambiguous messages (Experiment 2), but source efficacy learned after the message affected the amount of confidence people had in their message‐related thoughts (Experiment 3). These effects of source efficacy were distinct from effects of perceived source expertise/credibility. Copyright © 2011 John Wiley & Sons, Ltd.     

Compensatory Effects of Cognitive Characteristics of the Source,the Message,and the Receiver Upon Attitude Change

This study explored the interactive effects of four cognitive variables (perceived expertise of the source, recipients' initial attitudes, number of arguments, and message sidedness) on attitude change. A 2 × 2 × 2 factorial design was used (N = 236 Canadian students): Results showed a positive and significant main effect of initial attitude on attitude change and three significant compensatory effects of independent variables on attitude change: (a) two-sided messages were more persuasive with fewer arguments; conversely for one-sided messages; (b) high expertise compensated for low number of arguments and conversely; and (c) higher expertise was more persuasive in the case of unfavorable recipients and conversely. Results also showed that when the message was one-sided and the number of arguments was large, low expertise was more persuasive than high expertise on initially opposed recipients, which confirms the cognitive response.     

Perceptions of assertive behavior: Sex combination,role appropriateness,and message type

Eighty-four male and 84 female subjects, divided into high, moderate, and low groups on the basis of sex-role stereotyping, watched videotapes of two-person interactions where positive and negative assertive messages were sent by male and female actors to male and female receivers. Subjects rated the level of assertion and the social acceptability of each message. Results indicated that while all messages were rated as relatively assertive, negative messages were perceived as more assertive and less socially acceptable than positive ones. Subjects also rated male senders as more assertive than female senders when the message type was role inappropriate for the subjects but rated female senders as relatively more assertive when the message type was role appropriate for them. Messages from female senders were rated as more socially acceptable than messages from male senders. Finally, messages to male receivers were rated as more acceptable than messages to females, especially by male subjects when the sender was male. Thus, both sex-role stereotypes and situational expectations appear to influence perceptions of level of assertion, and more assertive messages are perceived as less socially appropriate.     

When Self Is the Source: Effects of Media Customization on Message Processing

Customization of media technologies enables users to become active sources in the communication process. But, does this sense of “self-as-source” alter the way users process information received via customized interfaces? A between-subjects experiment (N = 146) was conducted to answer this question. Data indicate that the effect of self-driven customization (high vs. low self-as-source) on persuasive message processing is mediated by perceived identity. Those who experience high self-as-source tend to process messages less systematically, but perceive the message topic as more important and show greater intention to follow the suggestions of messages than those with a low sense of self-as-source, an effect that is mediated by perceived identity. Theoretical implications for persuasive technologies, dual process models, and the agency model of customization are discussed, followed by practical implications for communicators who wish to incorporate new media technologies into their social influence campaigns.     

Contextual Variation in Automatic Evaluative Bias to Racially-Ambiguous Faces

Three studies examined the implicit evaluative associations activated by racially-ambiguous Black-White faces. In the context of both Black and White faces, Study 1 revealed a graded pattern of bias against racially-ambiguous faces that was weaker than the bias to Black faces but stronger than that to White faces. Study 2 showed that significant bias was present when racially-ambiguous faces appeared in the context of only White faces, but not in the context of only Black faces. Study 3 demonstrated that context produces perceptual contrast effects on racial-prototypicality judgments. Racially-ambiguous faces were perceived as more prototypically Black in a White-only than mixed-race context, and less prototypically Black in a Black-only context. Conversely, they were seen as more prototypically White in a Black-only than mixed context, and less prototypically White in a White-only context. The studies suggest that both race-related featural properties within a face (i.e., racial ambiguity) and external contextual factors affect automatic evaluative associations.     

Effect of verbal messages with reminders to communicate driving situations to alter driver behavior in conditional driving automation

In conditionally automated driving, drivers are relieved of steering (hands-off), accelerating, and braking actions as well as of continuous monitoring of driving situations and the system operation status (eyes off). This enables continuously engagement in non-driving-related activities. Managing the allocation of a driver’s attention to the surrounding environment and automation status presents a major challenge in human–machine system design. In this study, we propose a verbal message with a reminder (monitoring request) to divert the driver’s attention from non-driving-related activities to peripheral monitoring under conditionally automated driving. When the system encounters events related to weather, traffic, and road geometry, it provides a verbal message pertaining to the road surroundings (e.g., “It is foggy outside”) to the driver. After three seconds, the system provides a reminder message (i.e., “Did you confirm it?”) to the driver. We explore two questions: (1) how does the message with the reminder affect the driver’s attention allocation, and (2) how does the message with the reminder affect the driver behavior in response to a request to intervene (RTI). With a driving simulator, we designed a repeated measures mixed design with a between-participant factor of “Driving condition” and within-participant factors of “Event type” and “Measurement time”. Three driving conditions were established as follows: no messages, messages without reminders, and messages with reminders. Twenty-seven drivers participated as participants in the driving simulator experiment. Results showed that the reminder message was effective in allocating the participants’ attention to the surrounding environment, and the participants took over the driving task after spending more time understanding the take-over situation in the condition of messages with reminders compared to those in the condition of no messages. We conclude that the proposed reminder message can direct drivers’ attention to the road surroundings during conditionally automated driving. In the future, we plan to design adaptive verbal monitoring requests to adjust the reminder message according to the situation.     

Competent Enough,But Would You Vote for Her? Gender Stereotypes and Media Influences on Perceptions of Women Politicians

Though research has demonstrated that media coverage of men and women politicians differ, fewer studies have examined the dual influence of gender stereotypes and types of media coverage in influencing public perceptions of women politicians. Study 1 (N = 329) examined how pre‐existing attitudes toward women leaders and valence of media message impacted perceptions of a woman senator and evaluations of the media source. Study 2 (N = 246) explored how media focus on a woman politician's personality or ability impacted perceptions of her warmth/likability and competence. Results suggest the media has particular influence on judgments of women politicians' likability (the “competent but cold” effect), providing evidence that women politicians need to be vigilant in monitoring their media depictions.     

The effects of a salient self-schema on the evaluation of proattitudinal editorials: Top-down versus bottom-up message processing

The effects of a salient self-schema on message evaluation were studied. Subjects were identified who characterized themselves using trait adjectives that reflected the prototype of either a “religious” or a “legalistic” person. Equally persuasive sets of proattitudinal messages were developed empirically using weak arguments. Half of the messages were developed to reflect a “religious” perspective on the issue (capital punishment, abortion) whereas half were developed to reflect a “legalistic” perspective on the issue. Religious and legalistic subjects were then exposed to religious or legalistic arguments supporting an equally acceptable position (e.g., eliminating capital punishment). Afterward, subjects evaluated the persuasiveness of the communication and listed their thoughts as part of a “curriculum development project.” Results suggested that subjects when exposed to a schema-relevant message arguments for a position in which they believed were more positive about the quality of the message arguments and in their cognitive responding. These data extend the heuristic value of selfschemata to the area of attitudes and suggest that cognitive responses in persuasion are subjectively rather than objectively rational.