The vulnerability of defensiveness: The impact of persuasion attempts and processing motivations on trust

People are generally defense motivated during interactions with salesclerks. In this research, we demonstrate that defense motivation can make consumers vulnerable to a less stereotypical persuasion attempt as compared to a more stereotypical one. The consequence is that consumers are willing to pay a higher price and exhibit greater trust in a salesclerk who uses a less stereotypical persuasion attempt. Thus, the stereotypicality of a persuasion attempt is identified as one key factor that impacts perceptions of trustworthiness. In addition, we show that accuracy motivations can attenuate the positive effect of a less stereotypical persuasion attempt. In other words, accuracy motivations can protect consumers from being susceptible to less stereotypical persuasion attempts.     

The effects of television advertising execution on recall,comprehension, and persuasion

The present study fills a gap in the advertising effects literature for a large-sample comprehensive study of the impact of general message factors on recall and persuasion measures of advertising performance. An analysis of executional factors in 1059 television commercials revealed that the presence of a brand differentiating message accounted for more variance in persuasion than other executional factors. Recall and persuasion performance were more closely related for new products than for established products. A brand differentiating claim in the commercial was the most important single executional factor affecting advertising effectiveness.     

The interactive effects of message appeal and individual differences on information processing and persuasion

Individuals differing in the extent to which they enjoy thinking (Cacioppo & Petty, 1982) were exposed either to factual or to evaluative messages pertaining to a fictitious automobile. The results show that message appeal moderates the relationship between need for cognition and judgments about the message, whereas beliefs about the product attributes mediate the relationship between message judgments and product evaluations. Theoretical and practical implications of the moderator-mediator distinction are discussed.     

The trustworthy brand: effects of conclusion explicitness and persuasion awareness on consumer judgments

Two studies examine how a consumer’s awareness of marketing tactics influences the effectiveness of conclusion explicitness advertising (implicit, open-ended or explicit, closed-ended conclusions). Study 1 shows that persuasion awareness and conclusion explicitness influence brand evaluations. Persuasion aware consumers prefer implicit conclusions in comparative advertising that allow them to decide which brand is superior, rather than explicit conclusions which state the superior brand. Persuasion unaware consumers show no difference for conclusion explicitness. Brand trust mediates the results. Study 2 demonstrates the robustness of these effects. Research contributions include persuasion awareness as a moderator of conclusion explicitness effects and the role of trust as a mediator. For managers, results show how implicit conclusions can improve the brand evaluations of persuasion aware consumers.     

Inoculation theory and resistance to persuasion in marketing

Marketing has benefitted tremendously by psychological theories of persuasion. Unfortunately marketers have not taken full advantage of the psychological perspectives upon instilling resistance to persuasion. The purpose of this paper is to provide a review and analysis of the extant research in psychology and marketing pertaining to resistance to persuasion. Directions for future research are also discussed.     

Affective cues in persuasion: An assessment of causal mediation

This experiment examined the mediating role of affective cues in persuasion. College students were exposed to advertisements that contained or did not contain affective cues in the form of humor, and that contained or did not contain information about the advertised product. As intended the affective cues were found to influence attitudes toward the advertisement (A_ad), while the productrelevant information was found to influence attitudes toward the advertised product (A_b). By manipulating A_ad and A_b independently, it was possible to test for the causal mediation of one attitude on the other. The results showed that A_b had a significant mediating (p<.05) effect on A_ad, but that A_ad did not significantly mediate A_b.     

Affect and persuasion: The influence of pleasantness and arousal on attitude formation and message elaboration

In contrast to past research that viewed affect as unidimensional, this study examines the effects of affect's two primary dimensions, pleasantness and arousal, on ad-based persuasion outcomes (attitude favorability) and processes (degree of elaboration, thought positivity). After assessing their naturally-occurring levels of pleasantness and arousal, subjects were exposed to a persuasive communication and assigned to an involvement (low/high) by message strength (low/high) design. GLM analyses revealed that higher pleasantness accentuated the typical involvement X message interaction on attitude favorability, and that higher involvement enhanced message elaboration only when accompanied by higher pleasantness. Path analyses further suggested that (1) higher pleasantness enhanced message elaboration under higher involvement but decreased it under lower involvement, (2) under higher involvement, both pleasantness and arousal positively impacted thought positivity, and, (3) higher arousal decreased message elaboration only for the weaker message. The importance and implications of a broader than unidimensional view of affect in persuasion are discussed. © 1997 John Wiley & Sons, Inc.     

Information,persuasion, and control in moral appraisal of advertising strategy

The formulation of moral issues surrounding consumer advertising tends to focus on the capacity to persuade or inform, and how these capabilities may be used to distort or fulfill needs and desires. Discussion of these issues abstracts from widespread advertising and marketing practices, by assuming that all advertising is mass advertising, broadcast indiscriminately over the entire market population. This assumption directs attention away from important issues stemming from actual advertising strategies, which involve campaigns designed for and conveyed to particular customer groups or segments within broader product market. Several cases are outlined to illustrate the class of practices considered to be important and usually ignored, and issues that they raise for moral appraisal are suggested.Taylor R. Durham is Assistant Professor of Communications (Visiting) at Hampshire College, School of Communications and Cognitive Science where he is concerned with information, decision-making, and regulation of advertising. He was previously Post-Doctoral Fellow at the Department of Social Relations, The Johns Hopkins University.     

Mood and persuasion: Evidence for the differential influence of positive and negative states

This article investigated how moods influence reactions to a persuasive communication. Subjects read a magazine article designed to induce a positive, neutral, or negative state, then read and evaluated a communication for which argument quality varied. As in previous research (Worth & Mackie, 1987), argument quality failed to differentially influence attitudes for positive subjects. In contrast, attitudes were more favorable following stronger arguments for neutral and negative subjects. These findings suggest that systematic processing is reduced by positive, but not by negative moods. Discussion focuses on the processes underlying observed relationships, and on selective processing of communications as a means of mood management.     

Effects of fear appeal format and consumer personality on ad processing and persuasion: A preliminary analysis

This paper investigates how communication format and consumer personality impact processing and persuasion within a fear appeal context. By altering the sequence of threats and recommendations contained within a fear appeal, two format conditions were created: a balanced format (a repeating sequence of a single threat followed by a single recommendation) and a traditional format (multiple threats followed by multiple recommendations). Using the repression-sensitization scale, subjects were classified as either sensitizers (those who cope by extensive thought) or repressors (those who cope by avoidance or denial). Under a balanced format condition, sensitizers produced more support arguments and fewer counterarguments and reported greater behavioral intentions to comply with message recommendations.     

The Participation Model:

The study of buying centers has often focused on the functional areas that participate. One question raised by such an approach is how individuals choose to participate. The paper explores individual perceptual factors that may affect participation choice, and reports the results of a study of potential purchase participants. Finding indicates that perceptions of self-efficacy and extrinsic reward expectancy discriminated between participant and non-participants. The relationship of the factor and relative influence within the buying centered was also explored, with risk of the decision process. Self-efficacy perceptions and product involvement were also significant predictors of the amount of influence wielded in the buying centered in various decision stages.     

The Monetary Policy Model

Most monetary economists today conduct their analysis within some version of a rational expectations model. A well-defined equilibrium in such a model requires that the private sector understand policy goals and the policymakers' model of the economy. An austere version of the model, with no information asymmetries, is valid only to a first approximation but nevertheless provides core insights to short- and long-run monetary policy. In this model, effective policy requires clarity of policy goals and clarity of the policy model as to how the economy works. The central bank must enjoy sustained credibility in the markets. Communication should focus on policy fundamentals and the monetary authorities’ understanding of the economy, both of which are enhanced by continued research by monetary policy experts. JEL Classification E5     

The Stakeholder Model Refined

The popularity of the stakeholder model has been achieved thanks to its powerful visual scheme and its very simplicity. Stakeholder management has become an important tool to transfer ethics to management practice and strategy. Nevertheless, legitimate criticism continues to insist on clarification and emphasises on the perfectible nature of the model. Here, rather than building on the discussion from a philosophical or theoretical point of view, a different and innovative approach has been chosen: the analysis will return to the origin of stakeholder theory and will keep the graphical framework firmly in perspective. It will confront the stakeholder model’s graphical representation to the discussion on stakeholder definition, stakeholder identification and categorisation, to re-centre the debate to the strategic origin of the stakeholder model. The ambiguity and the vagueness of the stakeholder concept are discussed from managerial and legal approaches. The impacts of two major shortcomings of the popular stakeholder framework are examined: the boundaries and the level of the firm’s environment, and the ambivalent position of pressure groups and regulators. Working pragmatically, with a focus on the managerial and organisational perspective, an attempt is made to clarify the categorisations and classifications by introducing new terminology with a distinction between stakeholders, stakewatchers and stakekeepers. The analysis will finally lead to a proposed upgraded and refined version of the stakeholder model, with incremental ameliorations close to Freeman’s original model and a return of focus to its essence, the managerial implications in a strategic approach.     

The Japanese Model of Capitalism:

No abstract available for this article.     

企业契约的利益相关者模型

企业是利益相关者参与的一系列契约的联结.利益相关者包括股东、经理人员、债权人、供应商、消费者、工人以及社会公众等,他们将自己所拥有的资源投入到企业,同时也就拥有了不同的企业所有权.企业所有权包括索取权(包括固定索取权、变动索取权和剩余索取权)和控制权(包括固定控制权和剩余控制权),而企业所有权安排则是在制度环境、供求关系、资源投入量、资源的信号显示机制、资源可抵押性、资产专用性、风险选择和组织化程度等因素的影响下,利益相关者利益冲突与协调的结果.这些因素的不断变化之特征,决定企业所有权安排是一个动态的过程,它具有状态依存特征.     

企业运用知识管理的评价模型及对策分析

随着知识经济时代的来临,知识管理在现代企业中的运用越来越重要,根据国内部分企业实际运用知识管理的情况,在获取调查数据的基础上建立知识管理的评价模型,对国内企业运用知识管理现状进行评价,通过知识管理的实施给企业带来社会效益和经济效益。     

企业信息化水平的评价模型

从企业信息化的概念出发,根据目的性、全面性、可比性、定量与定性相结合和可操作的原则,研完建立一个衡量企业信息化水平的科学评价体系。同时综合我国工业企业的具体情况,对于非量化的企业信息化因素,提出了一种DFNG评价模型,通过德尔菲和层次分析的方法,进行分布函数的拟合检验,然后采用概率纸法计算出企业信息化水平具体值,以构成企业信息化水平评价体糸的理论基础。     

企业绩效管理综合模型的构建

近几年一些先进的绩效管理方法改进和完善了现有的绩效管理方法。在目标管理的基本框架下,借鉴关键绩效指标法和360度绩效管理的思想,建立绩效管理综合模型体系,并阐述了模型的操作流程及模型的功能。绩效管理综合模型的突出特色在于将“人”与“事”同时作为研究对象与重点,在注重结果的同时,兼顾了过程行为。     

企业共生模式演进及启示

在网络经济条件下,基于中间体制的企业共生模式倍受关注。20世纪末以来,以日本的“下包制”和美国硅谷的“模块化”为代表,中间性体制呈现出由纵向一体化向纵向分离或分解演变的总趋势。以中间性体制的上述两种代表性组织模式为例,从共生理论和交易成本理论角度进行比较研究表明:新技术革命,特别是信息技术革命所引起的市场规模扩大和生产、交易成本下降是中间性体制模式演进的根本原因,模式演进具有必然性。企业共生组织应当主动适应和推动这种演进,实现的途径在于企业间的联系纽带或内生媒介的创新。