Cue representation and selection effects of arousal on persuasion

Article Abstract:

A popular prediction in persuasion research is that decreased ability to process information increases reliance on peripheral cues and decreases reliance on central claims. This article explains why this prediction does not necessarily hold when processing capacity is impaired by high arousal. Three experiments suggest that two types of processes underlie arousal effects on persuasion. Arousal induces selective processing of cues that are diagnostic at the expense of cues that are nondiagnostic - the selection effect. Arousal may also dilute the influence of cues that are capacity demanding - the representation effect. It is therefore important to disentangle the diagnosticity of persuasion cues from their processing demands. (Reprinted by permission of the publisher.)

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Spontaneous inference processes in advertising: the effects of conclusion omission and involvement on persuasion

Article Abstract:

An experiment investigated the relation between inference and persuasion. Subjects were exposed to an ad in which presence or absence of conclusions and level of involvement were manipulated orthogonally. Omitted conclusions were more likely to be inferred spontaneously in high than in low involvement conditions. Further, when conclusions were omitted and high involvement made spontaneous inference formation likely, brand attitudes were more favorable and accessible than attitudes formed in low involvement conditions. Brand attitudes based on spontaneous inferences were as favorable and more accessible than attitudes formed in explicit conclusion conditions. The effects of motivation and effort on inference are discussed. (Reprinted by permission of the publisher.)

Analysis, Advertising research

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The effects of physiological arousal on information processing and persuasion

Article Abstract:

The effects of physiological arousal on persuasion are investigated. An exercise task was used to manipulate physiological arousal, and systolic blood pressure readings were taken to assess the effectiveness of this manipulation. The results indicate that endorser status (celebrity or noncelebrity) has a stronger influence on brand attitudes under high than under moderate levels of physiological arousal, whereas argument strength has a greater impact under moderate than under high arousal levels. The results are consistent with the Elaboration Likelihood Model of persuasion. (Reprinted by permission of the publisher.)

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