“I,Me, Mine” or “Us,We, Ours?”: The Influence of Cultural Psychology on Web-Based Customization

A profusion of recent research on consumer responses to individualized messages points to an enduring interest in the psychology of web-based customization. Across disciplines, the consensus is that highly individualized messages will generate more favorable outcomes than less individualized ones because they match message recipients' need for unique self-identity. We challenge this popular notion by arguing that highly individualized messages will not be as effective in collectivistic cultures that discourage unique self-identity. We test this proposition in a 2 × 3 experiment by randomly assigning participants (N = 120) representing either an individualistic or collectivistic culture (American, Chinese, respectively) to one of two levels of a customized message (highly individualized vs. less highly individualized) or a noncustomized, generic message (control condition). The experimental findings suggest a significant mediated moderation effect: Culture moderates the relationship between message type and attitude such that American participants report a more favorable attitude toward highly individualized messages and Chinese participants report a more favorable attitude toward less highly individualized messages, and this moderation is mediated by a psychological sense of community. Besides theoretical implications, we also highlight an original methodological procedure for manipulating customized messages in online environments.     

Selective self-categorization: meaningful categorization and the in-group persuasion effect

Research stemming from self-categorization theory (Turner et al., 1987) has demonstrated that individuals are typically more persuaded by messages from their in-group than by messages from the out-group. The present research investigated the role of issue relevance in moderating these effects. In particular, it was predicted that in-groups would only be more persuasive when the dimension on which group membership was defined was meaningful or relevant to the attitude issue. In two studies, participants were presented with persuasive arguments from either an in-group source or an out-group source, where the basis of the in-group/out-group distinction was either relevant or irrelevant to the attitude issue. Participants' attitudes toward the issue were then measured. The results supported the predictions: Participants were more persuaded by in-group sources than out-group sources when the basis for defining the group was relevant to the attitude issue. However, when the defining characteristic of the group was irrelevant to the attitude issue, participants were equally persuaded by in-group and out-group sources. These results support the hypothesis that the fit between group membership and domain is an important moderator of self-categorization effects.     

Cognitive and affective matching effects in persuasion: an amplification perspective

Past research suggests that cognitive and affective attitudes are more open to change toward cognitive and affective (i.e., matched) persuasive attacks, respectively. The present research investigates how attitude certainty influences this openness. Although an extensive literature suggests that certainty generally reduces an attitude's openness to change, the authors explore the possibility that certainty might increase an attitude's openness to change in the context of affective or cognitive appeals. Based on the recently proposed amplification hypothesis, the authors posit that high (vs. low) attitude certainty will boost the resistance of attitudes to mismatched attacks (e.g., affective attitudes attacked by cognitive messages) but boost the openness of attitudes to matched attacks (e.g., affective attitudes attacked by affective messages). Two experiments provide support for this hypothesis. Implications for increasing the openness of attitudes to both matched and mismatched attacks are discussed.     

The effects of message threat on psychological reactance to traffic safety messaging

Psychological reactance to persuasive messages can undermine and contradict the goals of those messages. This study examined the effect of message characteristics (forcefulness and framing) on psychological reactance to traffic safety messages that promoted safe behavior (seat belt wearing) and prohibited risky behavior (distracted driving) in terms of threat appraisal, emotional reaction, and message attitude. The study also included perceiver characteristics (reactance proneness, behavior attitude, and risk-taking propensity). Using a within-subject design, subjects completed an online experiment that presented short traffic safety messages followed by questions that measure psychological reactance. The results demonstrated that forceful messages could increase psychological reactance. However, the perceiver characteristics were often significant as covariates affecting this relationship. The study concludes that the design of effective traffic safety messages must consider both the characteristics of the message content and the characteristics of the message audience.     

Creating shared reality about ambiguous sexual harassment: The role of stimulus ambiguity in audience-tuning effects on memory

By tuning messages about ambiguous information to their audience's attitude, communicators can reduce uncertainty and form audience-congruent memories. This effect has been conceptualized as the creation of shared reality with the audience. We applied this approach to representations of ambiguous antecedents of sexual harassment and examined whether the effect depends on the event's perceived ambiguity. Participants read a testimony about a supervisor's ambiguous behaviors toward a female employee and described the behaviors to an audience who had previously evaluated him positively or negatively. We manipulated perceived ambiguity of the testimony by including or omitting information about eventual, clear-cut harassment (known vs. unknown outcome). As predicted, participants aligned their messages and memory with their audience's evaluation only in the unknown-outcome condition, where epistemic uncertainty was higher. The findings highlight the role of epistemic needs in the communicative creation of a shared reality about a ubiquitous social situation with potentially harmful outcomes.     

An Examination of Moderators of the Effects of Customers' Evaluation of Employee Courtesy on Attitude Toward the Service Firm1

Employee courtesy is recognized as an important dimension of customer service. This paper presents and tests a model suggesting that employee courtesy affects attitudes toward a service firm. Employee courtesy, the physical environment, and locus of causality are three important elements of a service experience that might affect attitude toward a service firm. The paper reports results of two experiments that found there was an interaction effect between employee courtesy and the physical environment on attitude toward the service firm. That is, the effect of employee courtesy on attitudes is more positive when the environment is evaluated favorably than when it is evaluated unfavorably. However, there were no interaction effects of locus of causality and courtesy on attitude toward the service firm. In the second study, there was a main effect from locus of causality on attitude toward the firm in that experiment. That is, participants with an internal locus of causality had a more favorable attitude toward the service firm than did participants with an external locus of causality.     

The effect of message framing on breast self-examination attitudes, intentions, and behavior

In this study we tested the framing hypothesis that a pamphlet stressing the negative consequences of not performing breast self-examination (BSE) would be more persuasive than a pamphlet emphasizing BSE's positive consequences. College-aged female subjects were exposed to a loss-frame pamphlet, a gain-frame pamphlet, or a no-arguments pamphlet, or they received no pamphlet describing the importance of and the techniques for performing BSE. Attitudes toward BSE and intentions to perform BSE were assessed immediately after this intervention and again 4 months later. The follow-up also assessed subjects' postexperimental BSE behavior. Consistent with predictions, subjects who read a pamphlet with arguments framed in loss language manifested more positive BSE attitudes, intentions, and behaviors than did subjects in the other three conditions. The greater impact of the loss pamphlet could not be attributed to greater fear arousal, better memory for pamphlet content, greater perceived susceptibility to breast cancer, or stronger beliefs in BSE's efficacy on the part of the loss subjects. Only measures of perceived self-efficacy in performing BSE were differentially affected by the framing manipulation, with loss subjects reporting the greatest levels of self-confidence. The results are discussed in terms of prospect theory's framing postulate and a simpler negativity-bias conceptualization, and underlying mechanisms such as differential salience and vividness are considered. Clinical implications of the findings are also explored.     

Persuasion as Reinforcement: Strengthening the Pro-Environmental Attitude-Behavior Relationship through Ecotainment Programming

This study investigated whether the effects of viewing pro-environmental messages within a narrative context affected intention to perform ecofriendly behaviors through the accessibility of participants’ (N = 332) environmental attitudes. One week after an online pretest, participants viewed one of two television clips that either included or did not include pro-environmental messages. Participants then completed attitude accessibility latency measures and reported behavioral intent to perform several ecofriendly behaviors. Reinforcement of pro-environmental attitudes by the pro-environmental messages occurred through the accessibility of the attitudes, which, in turn, predicted intention to engage in the depicted ecofriendly behaviors. Consistent with a category activation hypothesis, accessible attitudes toward the specific behaviors depicted in the program predicted the accessibility of attitudes toward ecofriendly behaviors that were not depicted or explicitly discussed in the program, and these accessible attitudes predicted intention to engage in ecological behaviors not depicted in the program. These findings are a first demonstration that portrayals of specific behaviors in a narrative television program can increase behavioral intention for related behaviors not shown in the program and that these effects occur through the activation of existing, positive attitudes.     

Stepping Beyond Message Specificity in the Study of Emotion as Mediator and Inter-Emotion Associations Across Attitude Objects: Fahrenheit 9/11, Anger,and Debate Superiority

This experimental research focuses on four distinct, but related theoretical interests regarding the study of emotion and media effects: (a) emotion serving as a potential mediator of the relationship between the consumption of multiple media messages, (b) media messages sparking emotional reactions to attitude objects not specifically referenced or identified in a message, (c) the assessment of inter-emotion relationships across distinct attitude objects, and (d) varied processes of emotion-based influence based on individual-difference attitude object preferences. This work focuses on Michael Moore's Fahrenheit 9/11, its effects on anger felt toward President George W. Bush and Senator John F. Kerry, and subsequent perceptions of candidate debate superiority across Bush versus Kerry supporters. Moore's film was found to influence levels of anger felt toward both Bush and Kerry and these emotions were related to subsequent perceptions of debate superiority. Distinct processes of influence were found for previously identified Bush supporters versus Kerry supporters, with Bush anger serving as a mediator for Bush supporters and Kerry anger serving as a mediator for Kerry supporters. Ramifications of this study's findings are outlined and future lines of research are summarized.     

Beyond attitude consensus: The social context of persuasion and resistance

The current research presents a new type of social context effect on attitude certainty. It is proposed that when people receive persuasive messages, they appraise their attitudes not only in terms of whether they are shared or not shared by others, but also in terms of whether they are based on similar or dissimilar assessments of the information presented. In two experiments, participants were presented with persuasive messages. In Experiment 1, they were induced to perceive that they responded favorably (persuasion) or unfavorably (resistance) to the message arguments. In Experiment 2, they were allowed to vary in their actual message responses. In both experiments, message response similarity—the degree to which people perceived that their evaluations of persuasive arguments were shared or unshared by others—moderated the classic effect of attitude similarity on attitude certainty. In particular, attitude similarity only affected attitude certainty under conditions of message response similarity. When message responses were believed to be dissimilar, attitude similarity had no effect on attitude certainty.     

Does Corporate Sponsorship of a Socially‐Oriented Message Make a Difference? An Investigation of the Effects of Sponsorship Identity on Responses to an Anti‐Drinking and Driving Message

The sponsorship of social messages is becoming increasingly popular among corporations. Despite the growing involvement of corporations in the marketing of causes, little research has been done to guide these initiatives. Before corporations become more actively involved in the sponsorship of social messages, it is important to understand whether sponsor identity impacts the effectiveness of these messages. This article presents a preliminary investigation into the differences created by corporate versus nonprofit sponsorship of a social message. Results from two experiments suggest that consumers process socially‐oriented messages differently based on the identity of the sponsor. Participants who viewed an anti‐drinking and driving message sponsored by the nonprofit organization, MADD, tended to infer more positive, society‐serving motives of the sponsor, whereas those who viewed the same ad sponsored by Budweiser, a corporation, inferred more negative, self‐serving (ulterior) motives of the sponsor. However, neither message affected the participant's attitude toward the sponsor of the message.     

Construction of Smoking-Relevant Risk Perceptions Among College Students: The Influence of Need for Cognition and Message Content1

Changing smokers' health-risk perceptions has been difficult. This study tested whether need for cognition (NC)—a factor within Petty & Cacioppo's (1986) elaboration likelihood model that reflects the preference for effortful cognitive information processing—moderated responses to a smoking risk message intervention. College smokers (n=227) evaluated a fact-based or emotion-based smoking risk pamphlet or a control pamphlet. Among occasional but not daily smokers, NC interacted as hypothesized with type of message to moderate risk perceptions. Among participants with higher NC, the fact-based message produced the greatest increase in risk perception; whereas among participants with lower NC, the emotion-based message produced the greatest change. Findings demonstrate that individual differences in cognitive processing can influence the potency of health-risk messages.     

Attitude change following persuasive communication: Integrating Social Judgment Theory and the Elaboration Likelihood Model

An experiment was conducted to examine the influence of the perceived extremity of a message and motivation to elaborate upon the process of persuasion. The first goal was to test a model of attitude change relating Social Judgment Theory to the Elaboration Likelihood Model. The second objective was to develop an instrument to measure attitude structure (latitudes of acceptance, non-commitment, and rejection) that allowed for a more refined assessment of the discrepancy between the position advocated in a message and the recipient's initial attitude. The main dependent variable was the attitude towards the use of automobiles in relation to environmental issues. Subjects were confronted with a message located in their own latitude of acceptance, rejection or non-commitment. Shortly after, a second measurement of attitude took place. The results showed that messages within the latitudes of non-commitment gave rise to the greatest attitude change. The data support the susceptibility hypothesis that subjects elaborate messages mainly in the latitude of non-commitment.     

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.     

Intensity and color of language in attitude change and emotion

This study examined whether messages using or not using emotionally intense language combined with certain colors, i.e., red, white, or blue, to effect attitude change. Emotionally intense messages were more positively associated with attitude change than were those with low emotional intensity, but no interaction effects or main effects for color were found.     

The development of communication: Attribute variation leads to contrast failure

Groups of 5-year-olds in two experiments described multidimensional triangles for a listener. The attribute differentiating referent triangles from nonreferent triangles in Experiment I was constant across trials for the simple condition group, while any one of three attributes was distinctive on a given trial for the complex condition group. One-adjective messages by subjects in the simple condition were virtually always informative; in the complex group, such messages were predominantly ambiguous. The boundaries of the variation effect were assessed in Experiment II. In addition to the simple-complex variation of the relevant attributes, the values of the irrelevant attributes either varied across trials in the diverse groups or remained constant in the constant groups. One-adjective messages were informative only in the simple-constant group; in the other groups, such messages were predominantly ambiguous. Thus, young children can base their communications on a comparative analysis of stimulus arrays, but performance deteriorates when there is any variation in relevant or irrelevant attributes. These results were discussed in relation to various theories of the development of meaning and communication: the cognitive overload theory, the broad context theory, and the perceptual saliency theory.     

The Caregiver Eating Messages Scale: Development and psychometric investigation

Certain caregiver eating messages – restriction of food intake and pressures to eat – are associated with body dissatisfaction and eating disturbances among young girls. This study explored whether these messages are also associated with body attitudes and eating behaviors of young adult women and men. The Caregiver Eating Messages Scale was developed to measure this construct. Two studies (Ns = 238, 288) indicated that it contained two factors (restrictive/critical messages and pressure to eat messages) and yielded internally consistent, stable, and valid scores. Both factors were positively related to women's BMI, and restrictive/critical messages were positively related to men's BMI. Restrictive/critical messages predicted lower perceived familial body acceptance and intuitive eating and higher perceived familial pressure to be lean and disordered eating. Restrictive/critical messages predicted participants’ body attitudes indirectly via their perceptions of their family's attitude toward their body, with one exception: restrictive/critical messages uniquely predicted men's body appreciation.     

Circumventing resistance: Using values to indirectly change attitudes

Most research on persuasion examines messages that directly address the attitude of interest. However, especially when message recipients are inclined to resist change, indirect methods might be more effective. Because values are rarely attacked and defended, value change could serve as a useful indirect route for attitude change. Attitudes toward affirmative action changed more when the value of equality was attacked (indirect change) than when affirmative action was directly attacked using the same message (Experiments 1-2). Changes in confidence in the value were responsible for the indirect change when the value was attacked (controlling for changes in favorability toward the value), whereas direct counterarguments to the message were responsible for the relative lack of change when the attitude was attacked directly (Experiment 2). Attacking the value of equality influenced attitudes toward policies related to the value but left policy attitudes unrelated to the value unchanged (Experiment 3). Finally, a manipulation of value confidence that left attitudes toward the value intact demonstrated similar confidence-based influences on policies related to the value of freedom (Experiment 4). Undermined value confidence also resulted in less confidence in the resulting policy attitudes controlling for the changes in the policy attitudes themselves (Experiments 3 and 4). Therefore, indirect change through value attacks presented a double threat-to both the policy attitudes and the confidence with which those policy attitudes were held (potentially leaving them open to additional influence). (PsycINFO Database Record (c) 2012 APA, all rights reserved).     

The development of referential communication skills: Some situations in which speakers give redundant messages

Although theorists disagree as to the source of young children's communicative deficits, there is general agreement about there being a developmental increase in the production of informative communications. However, researchers typically have not studied different types of informative messages but have treated what is a category of message types as if it were one type. The problems in doing this become apparent when one considers research on listening skills which indicates that different types of informative messages are effective in different situations. Comparable findings might occur with speaking skills. That is, speakers might vary the type of informative message to be congruent with situational demands. These two studies investigated developmental and contextual changes in the production of redundant messages (including more than the minimal necessary to be informative) a type often used by speakers. First-and fifth-graders in Experiment I described one of several groups of pictures so that a fictitious peer listener would be able to select it. Of interest were the type of redundancy used and whether usage differed as a function of various task factors known to affect listening performance. The data indicated that fifth-graders, but not first-graders, use verbal redundancy in a manner indicating their sensitivity to various task demands. The data from Experiment II suggest that first-graders fail to give redundant messages because they do not realize that redundancy, in certain cases, will help their listeners. Discussion focuses on the importance of considering different types of informative messages within the context of specific task demands.I am grateful to the children and staff of Lansdowne Elementary School and St. Mark's School for participating in this study, and to Linda Baker for reading a preliminary draft of this paper.     

CONFLICTING INFORMATION,ATTITUDE, AND MESSAGE VARIABLES AS PREDICTORS OF LEARNING AND PERSUASION1

This study examined the effects of conflicting information in two messages about the same topic on recall of, and post favorability toward the message. Three multiple regression analyses tested the relationship among conflicting information, initial attitude, attitude change, salience, message clarity, and adequacy of support in predicting recall and post favorability. Six hypotheses were supported. Both recall and post favorability were inhibited when conflicting information was present. Attitudes and message variables were significant predictors of learning and post favorability. Proactive inhibition produced more interference than retroactive inhibition. Results are discussed in terms of the interrelatedness of the learning and persuasion processes and the ability of interference theory to predict outcomes in both paradigms.