The lost e-mail method: Milgram’s lost-letter technique in the age of the Internet

We examined Milgram’s (1977) lost-letter technique using e-mail. In the first experiment, 79 college faculty received mock lost e-mail messages. Nineteen percent of those who received the messages responded, in all cases by returning the message to the “sender” instead of forwarding it to the “recipient.” In the second study, attitudes toward presidential candidate Ross Perot were examined by sending out two different messages to 200 randomly selected e-mail addresses in the United States. Although there was no differential response rate, examination of content revealed attitudes consistent with concurrent poll data.     

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.     

Effect of Server's “Thank You” and Personalization on Restaurant Tipping1

Servers in restaurants frequently use the tactic of writing “thank you” on the backs of checks before delivering them to dining parties. Servers also frequently personalize their interaction with dining parties by signing their first name below the gratitude message. The effectiveness of these tactics in increasing tips was examined. In a field experiment conducted in an upscale restaurant in a large Northeastern city, a server wrote on the backs of the checks either nothing, “thank you,” or “thank you” plus her first name. The addition of “thank you” increased tip percentages, although personalization by adding her first name had no effect. It was concluded that the commonly employed low-cost tactic of expressing gratitude to customers by writing “thank you” on the check can produce a worthwhile return.     

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.     

The Evaluative Consequences of Hedges,Hesitations, and Intensifies Powerful and Powerless Speech Styles

This article examines the separate and combined impact of hedges, hesitations, and intensifiers on perceptions of authoritativeness, sociability, character, and similarity, and the extent to which messages containing one or more of these language variables differs from a “prototypically” powerless message in evaluative consequences. A “prototypically” powerless message is one that contains not only hedges, hesitations, and intensifiers, but also contains polite forms and meaningless particles, such as “oh, well” and “you know.” Two studies indicated that hedges and hesitations individually affected perceptions of authoritativeness and sociability, but interactions among the variables were not found in the studies. Furthermore, only high intensifiers/low hedges/low hesitations and low intensifiers/low hedges/low hesitations messages differed significantly from the “prototypically” powerless message. The second study revealed that speaker status interacted to affect evaluative consequences. The results are discussed in terms of their implications for the power of speech style construct.     

“SECOND-GUESSING”

Messages received from other social actors cannot always be taken at face value. When people have reason to question such messages, it is hypothesized that they engage in a cognitive process called “second-guessing,” wherein they reevaluate the literal interpretation of the message to determine its veridicality. Should they determine that it is not veridical, they generate an alternative, potentially more plausible interpretation. We assessed the frequency and importance of situations that might provoke reinterpretation of messages. Such situations were seen as occurring frequently and were of some importance. Social actors revealed sophisticated knowledge concerning the strengths and weaknesses of information obtained about people or events outside their direct experience. They also claimed to be able to “debias”such information, winnowing a “correct” interpretation from one judged to be “incorrect.” Preliminary data suggest that naive social actors are quite good at delecting scientifically documented sources of bias and making reasonable adjustments in their judgments to correct for those biases when plausibly present.     

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.     

Effect of design factors on drivers’ understanding of variable message signs locating traffic events

BackgroundThis article addresses how to combine three elements (a pictogram, an arrow, a city) in a variable message sign (VMS) to locate temporary events (e.g., “congestion before Milan”). We adopted the G1c stack model as a design template, an Advanced Directional Sign (ADS) recommended by the 1968 Convention to locate cities, which can be easily adapted to modern VMS. However, as most of the VMS in operation are not full-matrix, we have also adapted this design to more restrictive display conditions. This adaptation critically concerned the arrow function on the message that either points up broadly (generically, as in G1c) or connects with the city more specifically (explicit). Although G1c reads top-down like a verbal text, previous studies indicated drivers’ preference for bottom-up landmark order in VMS, so both ordering criteria were compared in the present study.MethodsThe experiment involved 99 people (70 drivers and 29 drivers in training). Participants were informed that they would see various VMS reporting certain events (e.g., congestion) related to one of four cities along the road. Their task was to identify the event location (before, after the city) after seeing blocks of two consecutive messages (first a complementary message, then the target message), limiting their response to the content of the second message. Three design-focused factors were tested: typographical alignment (left or centre), landmark order (bottom-up or top-down), and arrow function (explicit or generic). The rate of correct location answers was the dependent variable.ResultsResults revealed that comprehension varied greatly depending on the arrow’s function and the placing of elements. In the explicit-arrow messages, comprehension was good both in the Top-down and Bottom-up conditions, but in the generic-arrow messages, only in the Bottom-up condition was comprehension good. Likewise, understanding was better in the Before condition than in the After condition in all combinations of Landmark order and Arrow function conditions. In general, left alignment of the central column elements of the VMS improved comprehension respective to centred alignment. Finally, the complementary message factor had an effect under certain circumstances.Practical implicationsThe messages displaying a generic arrow (following the G1c model) were better understood when the landmarks were ordered bottom-up, not top-down. In addition, explicit-arrow messages were better understood per se (in the absence of a complementary message) than generic-arrow messages. Overall, this work suggests that improving our understanding of how thought processes and design features relate to each other can contribute to safer driving nationally and internationally.     

The Role of Psychological Reactance in Drinking Following Alcohol Prevention Messages1

Two experiments tested whether a dogmatic alcohol prevention message may, by arousing psychological reactance (the motivation to reassert a threatened freedom) result in more subsequent alcohol consumption, compared to a neutral message. In Study 1, 535 college students received either a high-threat (dogmatic) or low-threat (neutral) message recommending either abstinence or controlled drinking. Results indicated that high-threat messages were rated more negatively and resulted in more drinking intentions compared to low threat. The negative effect of high threat on message ratings was most pronounced for habitually heavy drinkers and an abstinence-espousing message. In Study 2, under the guise of a “memory study,” 74 college students received either a high- or low-threat message recommending abstinence from alcohol. Then, under the guise of a “perception study,” all subjects participated in a taste-rating task in which their beer consumption was unobtrusively measured. Results indicated that the effect of high threat was most negative for male heavy drinkers, who drank significantly more beer compared to low-threat controls. These results suggest that the persuasive ability of alcohol prevention efforts depend to a considerable extent on the reactance-arousing properties of the materials and that dogmatic alcohol prevention materials may have counterproductive effects for some college students.     

Don't you know that you want to trust me? Subliminal goal priming and persuasion

We investigated the effect of goal priming on the processing of a persuasive message. Before reading a persuasive message about tap water consumption, participants were subliminally primed (or not) with the goal “to trust”. Subsequently, they completed a questionnaire about their perception of the message, the source of the message, and tap water consumption intentions. The results indicated that non-conscious activation of the goal “to trust” leads to a better evaluation of the message, increases behavioral intentions in accordance with the message, and positively influences the assessment of the source.     

Values-based Political Messages and Persuasion: Relationships among Speaker, Recipient, and Evoked Values

The persuasive power of values-based political messages may depend on recipients having (1) shared values with the speaker (a type of personal identity match ); (2) shared political party identifications with the speaker (a type of social identity match ); and/or (3) expectations about values traditionally associated with different political parties (an expectancy violation/confirmation ). The independent and joint effects of these factors on the success of a persuasive message were examined, using the theoretical framework of dual-process models of persuasion. Participants (N = 301), classified according to their party identifications and primary value orientations, read a political speech that varied by argument quality, speaker party, and values evoked. Results indicated that value matching promotes close attention to the message, while party mismatching increases message rejection. These effects depend to some extent, however, on expectancies about values traditionally associated with different parties. Participants especially rejected messages from rival party members when the speaker evoked unexpected values. Results are discussed in terms of their implications for the efficacy of values-based political communication.     

The Impact of Negative Campaign Ads

We compared negative and positive ads in the context of a fictitious election. Participants read a strong or weak message supporting one candidate (positive ad) or derogating the opposition candidate (negative ad). The strong positive message had a greater impact on attitudes toward the candidates than the weak positive message, but message strength had no significant effect for negative messages, suggesting that positive messages are centrally processed, and negative messages serve mainly as peripheral cues. Accordingly, a strong positive message was more effective than a weak positive message, but a weak positive message was less effective than a weak negative message. We conclude that negative political ads are advisable only when candidates cannot provide strong arguments to support their candidacy.     

The impact of leaving a voicemail,environment familiarity,and pedestrian predictability on driving behavior

Talking on a cell phone can impair driving performance, but the dynamics of this effect are not fully understood. We examined the effects of leaving a voicemail message on driving when there are critical driving targets to attend to (crosswalks and pedestrians). Participants engaged in an ecologically-valid “voicemail” task while navigating a virtual environment using a driving simulator. We also examined the potential weakening or strengthening of effects of leaving a voicemail message on driving as the familiarity and predictability of critical targets changed. Participants completed four experimental runs through the same driving environment in a driving simulator. There were two crosswalks, one with a pedestrian entering the roadway and one without a pedestrian and the location of the pedestrian was predictable (the same pedestrian consistently used the same crosswalk) for the first three runs and then unpredictable for the fourth. Half of the participants left voicemail messages using a hands-free headset, while the other half drove in silence. Leaving a voicemail message increased steering deviation and velocity. Drivers who were leaving a voicemail message decelerated for pedestrians in the roadway to a similar speed as drivers who were not leaving a voicemail message, but they were delayed in braking. Drivers who were leaving a voicemail message also had worse memory for roadway landmarks. These effects were relatively stable across runs through the same driving environment, suggesting that familiarity and predictability did not impact the effects of leaving a voicemail message while driving. Therefore, leaving a voicemail message leads to poorer driving behavior; faster speed, variable steering, and worse memory for roadway landmarks. Interestingly, although drivers who were leaving a voicemail message were slower to react to local targets, they slowed as much as drivers who were not leaving a voicemail message and familiarity with the driving environment did not impact the effects of leaving a voicemail message on driving.     

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.     

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.     

Talking to Visitors about Conservation: Exploring Message Communication through Docent–Visitor Interactions at Zoos

ABSTRACT

Education personnel, both paid staff and volunteers, are often used at zoos and other museums as a channel to disseminate educational messages. This exploratory study examined the use of zoo docents to communicate key conservation messages from the zoo to visitors. The study was conducted in 2 phases using an emergent design with mixed methods. The findings suggest that visitors perceive docents to be an important source for conservation messages even though observed message communication through docent–visitor interactions was very limited. Docents view themselves as “facilitators for learning”, but their limited awareness of the institution's messages inhibits their ability to communicate these messages to visitors. Other factors that influence incidence of message communication are duration of the interaction, nature of the exhibit/region, and group composition. In this study, signage was found to be an effective channel for building cognitive awareness of messages among visitors.     

Confidence via correction: The effect of judgment correction on consumer confidence

At times, consumers are motivated to reduce the influence of a product recommendation on their judgments. Based on previous research, it is unclear whether this correction process will increase or decrease consumers' confidence in their judgments. We find that source credibility moderates the effect of correction on confidence: correction decreases confidence when a product recommendation comes from a high credibility source but increases confidence when the same message comes from a low credibility source. As a result, correction increases the effectiveness of recommendations from low credibility sources on purchase intentions. Notably, this “confidence via correction” effect is further moderated by elaboration, such that the effect is attenuated for high elaboration consumers. Our results have implications for understanding consumers' reactions to persuasive messages and for both marketing practitioners and consumer protection agencies using correction cues to influence message persuasiveness.     

Experiences that motivate moral development: The role of cognitive dissonance

It has been found in previous research concerning Kohlberg's stages of moral development that engagement in a “real-life” moral dilemma sometimes leads to an advance in an individual's level of moral thought. It is argued in this study that such moral growth is often motivated by the need to reduce cognitive dissonance, which, it is suggested, frequently accompanies choice and commitment in moral contexts. Subjects in the present study delivered counterattitudinal messages that contained arguments that were either 1 stage higher or 1 stage lower than their characteristic level of moral reasoning. Half of the subjects freely chose to deliver these messages, and half did not. Afterwards, subjects' attitudes toward the issues discussed in their messages and their tendency to conceptualize moral issues in terms of the higher or lower levels of reasoning contained in their messages were assessed. The subjects who (a) had freely chosen to deliver the message, and (b) had delivered the message containing higher level arguments used significantly more advanced moral reasoning after their counterattitudinal advocacy than they had before it. These subjects showed greater change in their attitudes regarding the topic discussed in their message than other subject groups. These results suggest that moral behavior will be likely to promote moral growth (a) if it occurs under circumstances that promote cognitive dissonance (e.g., free choice) and (b) if advanced moral ideas are made salient during the dissonance reduction process.     

What Determines Voting Behaviors of Muslim Minorities in Europe: Muslim Identity or Left-Right Ideology?

Voting is key to political integration of immigrant-background minorities, but what determines their voting preferences remains unclear. Moreover, dual-citizen minorities can vote differently in their country of residence and origin. Using a representative survey of Turkish-Muslim minorities in two cities in Belgium (N = 447, M_age = 36.3), we asked whether left-right ideology or religious identity predicted their voting in their country of residence and origin, besides typical predictors of right-wing voting (i.e., efficacy, deprivation, and authoritarianism). Authoritarianism, low political efficacy, and high deprivation predicted voting for right-wing parties in Turkey, whereas the latter two, surprisingly, predicted voting for the left in Belgium. Latent class analyses of their religious practices distinguished “moderate” versus “strict” Muslims. While “strict” Muslims voted for right-wing parties in Turkey, ideology did not predict their voting. Conversely, in Belgium, while Muslim identity did not predict their voting, ideology did. Analyzing their combined effects, “moderate” Muslims voted based on their ideology—right-leaning voting for the right, whereas “strict” Muslims voted according to their interests as a disadvantaged minority in Belgium—thus voting for the left—or as a devout Muslim in Turkey—thus voting for the right. Our results elucidate processes underlying the voting behaviors of European-Muslim minorities.     

Work options for women in women's magazines: The medium and the message

A content analysis of women profiled in women's magazines asked, How do “established” vs. “new” magazines differ in socialization messages about work options for women? Six established and four new magazines were analyzed from 1971 through 1980, for a total random sample of 232 issues (172 individual profiles). Three hypotheses were investigated. Compared to new magazines, established magazines are (1) less likely to present women in a variety of work roles and (2) more likely to profile women in “traditional” occupations. (3) Employed women profiled in established magazines are less likely to perceive themselves as having responsibility and/or power/influence in relation to their jobs. Hypotheses 2 and 3 were supported. The discussion highlights changes in both types of magazines but notes the fairly traditional message established magazines present vs. new magazines.