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This paper describes the slide-viewing paradigm for measuring nonverbal sending accuracy—the spontaneous tendency to display communicative nonverbal behavior— and nonverbal receiving ability—the ability to accurately decode such behaviors when they occur in others. Sending accuracy has been measured in adults, preschool children, and brain-damaged patients, and suggestive relationships have emerged between sending accuracy and gender, personality, autonomic responding, and presumed site of brain damage. The pattern of results suggests that sending accuracy may be related to both unlearned, temperamental factors and to gender-related social learning experiences. Receiving ability has been measured in adults and preschool children, and relationships with various measures have been demonstrated. 相似文献
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Advertisements are messages designed with the goal of persuasion and can therefore be considered as ecologically valid examples of persuasive messages. The study of responses to advertisements can provide insights into the interplay of affective and analytic-cognitive aspects of the persuasion process. This study develops and tests hypotheses concerning the relationship of specific advertising strategies to affective (syncretic-cognitive) and analytic cognitive responses in the audience. Specifically, it is postulated that different advertising strategies predict different patterns of affective and analytic cognition with product involvement and other relevant variables controlled. Two hundred forty advertisements are analyzed both in terms of their strategy attributes and the reactions they evoke. Advertising strategy variables are demonstrated to account substantially for the variance in affective and analytic cognition. 相似文献