The interaction effect of ad appeal and need for cognition on consumers' intentions to share viral advertisements

Viral advertising has become a popular form of persuasive communication to promote brands on social media. Extant research on viral advertising has focused mostly on evaluating content characteristics as drivers of virality, but very few studies have examined the potential influence of consumers' personality variables that affect their information processing and subsequent ad‐sharing behavior. By taking a consumer‐centric approach, two experimental studies were conducted to examine how consumer's need for cognition (NFC: high vs. low) interacts with message appeal (emotional vs. informational) used in the branded viral advertisements and extent of brand information (high vs. low brand prominence) present in the branded viral advertisement to influence consumers' intentions to share viral advertisements. As compared with low‐NFC individuals, high‐NFC individuals reported higher sharing intentions for viral ads that use informational appeal and also for an emotional viral ad where brand prominence is high. This finding is consistent with the elaboration likelihood model (ELM). Further, the results of these studies show an interesting finding that contradicts the existing understanding originating from ELM; that is, high‐NFC individuals reported higher sharing intentions for viral ads with an emotional appeal as compared with low‐NFC individuals, even when the brand prominence is low. Possible explanations and implications of the findings are discussed in this paper.     

Neighborhood Stress and Life Satisfaction: Is there a Relationship for African American Adolescents?

Applied Research in Quality of Life - This study identified associations between perceived neighborhood stress and adolescents’ perceptions of life satisfaction. African American adolescents...     

Student volunteer social support and infant intervention: A case study

The emphases in infant mental health have been in the three areas of supporting the mother-infant dyad through education, psychotherapy to help parents resolve emotional conflicts that interfere with the parent-infant interaction, and support during the acute crisis that follows an abnormal birth. The case described herein involves a child with a genetic defect born to competent parents, a chronic stressful situation that does not fit these categories. It became apparent in the first few months after the birth that both the child and parents were in need of some help in coping with the situation. An intervention was designed to help provide both the necessary stimulation for the baby and the needed emotional support for the family, while it acknowledged their skill and competencies as parents. This was done through the help of college student volunteers, who assisted the mother in the home. Developmental data recorded at birth, 7 months, 12 months, and 39 months indicate that the child is severely multiply handicapped. Interview data with the parents at those times document their personal and family difficulties, the eventual resolution as a family in dealing with this problem, and the importance of the volunteer help during that process.     

Fear and aggression in the rat

The effect of fear on two types of aggression in rats was investigated by adding a cat stimulus to a colony in which the dominant male was attacking an intruder (offensive aggression), or, to a tube test situation in which defensive biting was measured before and during tail shock. The cat completely abolished offense in the colony; when the cat was presented and removed before a strange rat was placed in the colony, attack on the intruder was also reduced. In contrast, defensive biting was unchanged or even slightly potentiated by the presence of the cat, demonstrating a separation of the effects of fear on offensive and defensive aggression.     

On the economical arrangement of tools; the harmonic series and the properties of space

The Psychological Record -