• Title/Summary/Keyword: Information persuasiveness

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Patterns of Student Evaluation on Media Information Regarding Socioscientific Issues (과학기술관련 사회쟁점 미디어 정보에 대한 중학생들의 평가 양상 탐색)

  • Jo, Serin;Ko, Yeonjoo;Lee, Hyunju
    • Journal of The Korean Association For Science Education
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    • v.41 no.1
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    • pp.59-70
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    • 2021
  • Ability to make informed decisions by critically evaluating media information on socioscientific issues (SSI) is one of the crucial elements of scientific literacy that citizens should obtain. This study aims to investigate how middle school students evaluated media information about socioscientific issues (SSI) when they faced two different types of information (i.e., numerical and empathic information). To achieve the aim, 96 middle school students responded to the questionnaires asking them to evaluate reliability and persuasiveness of SSI media information. The questionnaires consisted of two sets of newspaper articles on each SSI (pro-numerical/empathic, against-numerical/empathic). After reading the articles, the students evaluated reliability and persuasiveness of each article and wrote the reasons for their evaluation. The results were as follows: First, the students believed that news articles with numerical information were more reliable than the ones with empathic information in all SSI contexts. They tended to trust scientific evidence and data from numerical information, and real cases, societal problems, expressions, and values from empathic information. In addition, they evaluated their reliability based on the logic of information, accuracy of information, breadth and depth of data, and quantity and quality of sources both numerical and empathic information. Second, in case of evaluating persuasiveness of the articles, they focused more on the values that information contained, richness and logicality of the information, rather than the types of information, regardless of the type of information.

The Role of Imagery vs. Analytical Advertisement on New Products Evaluation

  • Lee, Juyon;Chu, Wujin
    • Asia Marketing Journal
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    • v.22 no.2
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    • pp.59-85
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    • 2020
  • Combining prior theories on innovation newness with information processing style (imagery vs. analytical), this study presents a theoretical framework; develops hypotheses; and makes predictions on how analytical versus imagery ads influence consumers differently depending on the newness level of products. The study shows that consumers are more likely to evaluate RNPs (radically-innovative new products) positively when they are advertised with imagery cues. Compared with analytical advertisements, imagery advertisements increased advertising effectiveness, product evaluation, and purchase intention of RNPs. These effects were demonstrated by using stimuli from two product categories consisting of washing machines and cars. In particular, in advertisement for RNPs, verbal description that induced imagery processing, such as "picture yourself using this product," was more effective in generating favorable responses, compared to verbal description that induced analytical processing, such as explanation of product attributes. This difference was present for RNPs, but not for INPs (incrementally-innovative new products). INPs are continuous innovations that are easier to understand, thus imagery ads do not provide additional advantage for consumers in understanding the innovation, compared to analytical ads. In RNPs, imagery ads can highlight new benefits that may have been neglected or undervalued by consumers, leading to greater message persuasiveness. Implications for marketing of RNPs are discussed.

The Impact of Influencers' Characteristics on YouTube Information Adoption and Purchase Intention (인플루언서 속성이 유튜브 정보수용과 구매의도에 미치는 영향)

  • Park, So Jin;Oh, Chang Gyu
    • The Journal of Information Systems
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    • v.30 no.1
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    • pp.179-204
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    • 2021
  • Purpose The purpose of this study is to suggest a research model that shows how Youtube influencers affect consumers' Youtube information adoption and purchase intention. Generally, a communicator's character has a significant effect on the persuasiveness of the message. This study segments influencer characteristics into five dimensions and explores the effect of five characteristics on perceived usefulness of information, perceived enjoyment, information adoption, and purchase intention. Design/methodology/approach This study suggests a structural equation model that explains the casual relationship between the five dimensions of Youtuber characteristics and perceived usefulness of information, perceived enjoyment, information adoption, and purchase intention. Findings There are little research on what and how the characteristics of a Youtube influencer can affect consumers' information adoption and purchase intention of the product. This study is significant in that it provides a research model that examines the effect of Youtuber characteristics on consumers' information adoption and purchase intention. This research discovered that the dimensions of trustworthiness and attractiveness of influencer affect information adoption and purchase intention through the mediate variables.

A Study on Improving Experience of Visiting Obstetrics and Gynecology of Single Women - Using Service Design Methodology (미혼 여성의 산부인과 방문 경험 개선 연구 - 서비스 디자인 방법론을 활용하여)

  • Kim, Ye Bin;Chon, Woo Jeong
    • Journal of Korea Multimedia Society
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    • v.24 no.12
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    • pp.1693-1707
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    • 2021
  • The purpose of this study was to improve the experience of visiting obstetrics and gynecology of single women. After analyzing previous studies on Korean single women's perception of visiting obstetrics and gynecology, Contextual Interviews and Cultural Probes were conducted on single women in their 20s who visited obstetrics and gynecology. Based on this, personas were constructed to solidify the direction of problem solving by identifying the behavioral patterns and characteristics of single women. In this study, factors that hinder unmarried women's visits to obstetrics and gynecology and improvement measures were derived based on the information obtained using service design tools such as User Journey Mapping and Stakeholders' Map. Afterwards, a preference survey was conducted to increase the persuasiveness of the proposed method. The follow-up research task is to produce and propose the derived solution as a prototype that can be used in the actual field, and then proceed with user evaluation.

An Analysis of Effective Factors in Public Awareness Campaigns through Facebook: Focus on Fine Dust Issues

  • Nguyen, Thanh-Mai;Jo, Sam-sup
    • International Journal of Contents
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    • v.17 no.4
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    • pp.35-45
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    • 2021
  • In this study, we analyzed the factors that affect public awareness campaigns on social media platforms and developed an integrated model for measuring the persuasiveness of environmental social media campaigns. A survey questionnaire was created and distributed on Facebook with the goal of reaching individuals in their 20s and 40s in Vietnam, and 395 valid replies were gathered. The findings showed that the STOPS was reconfirmed as a suitable theoretical framework for analyzing the public's behaviour intention to conduct information related to the issue of fine dust, especially on social media. Furthermore, it also showed that social media efficacy has a moderating effect on the relationship between public's situational recognition and informational behaviour intention. This suggested that through social media platforms, personal characteristics play a vital part in developing effective environmental campaigns. Implications for both theory and practice were discussed.

The Effects of the Congruence between Cosmetic Advertising Image and Self-Image on Consumer Attitudes (화장품 광고이미지와 자아이미지의 일치성이 소비자 태도에 미치는 영향)

  • Choi, Jung-Sun;Jeon, Jung-Ok
    • Journal of the Korean Home Economics Association
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    • v.46 no.7
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    • pp.35-45
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    • 2008
  • For the highly involved and emotional product, such as cosmetic product, the consumer focuses on the information about the symbolic meaning of a product. As a continuum, cosmetic advertising frequently requires a celebrity and/or cue since it provides identification between customer and cosmetic. Although many studies have examined the effectiveness of the congruence between brand image and self-image, there are little research regarding the congruence between advertising image and self image. The objective of this study is to examine the attitudinal effectiveness of the congruence between cosmetic advertising image and self-image. For the experiment, 2(ad type: rational vs emotional) factorial designs were performed. A total of 240 undergraduate female students participated in the experiment. The results of the study are as follows. First, the congruence had a significantly positive influence on advertising attitude, but not on brand attitude. Second, the type of cosmetic advertising caused differences in attitudinal persuasiveness affected by the congruence.

A study on the Necessity of the Death Penalty in the Information Society -Focused on the misjudgement cases- (정보화 사회에 있어서 사형제도 폐지의 당위성 -오판사례를 중심으로-)

  • Lee, Dong-Myung
    • Journal of the Korea Society of Computer and Information
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    • v.19 no.7
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    • pp.151-159
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    • 2014
  • Sometimes, the misjudgement of imperfect human can not be avoided because capital punishment is decided by a judicial officer, human. Dreiinstanzen system has been adopted to prevent misjudgement. However the possibility of misjudgement can not be entirely excluded in the judgement by a judicial officer as the judgement of a lower court and a higher tribunal depends on the specific criminal cases. And in case of capital punishment executed by misjudgement, it leads to a cruelty result which has not ways to recover the damage. There is an opinion that dangerousness of misjudgement is lacking in persuasiveness because of insufficient demonstration for the abolition of capital punishment. However, also, there is an opinion that the abolition of capital punishment in case of misjudgement is persuasive with reality. In this case, even if other punishments are discussed separately, once capital punishment is executed, it can be irrevocable unjustice because a nation itself commits a crime. According to this, I would like to find out causes of misjudgement in the criminal justice system through the cases of advanced countries, such as United states, Japan, which are rich in studies and case analysis related to misjudgement, and introduce their efforts to prevent misjudgement in this paper.

The Effects of Objective Value Evaluation Factors of Design on Global Competitiveness of Design-Specialized Company (디자인에 대한 객관적인 가치평가 요인이 디자인전문기업의 글로벌 경쟁력에 미치는 영향)

  • Ahn, Jin-ho;Lee, Dong-Hee
    • International Commerce and Information Review
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    • v.17 no.3
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    • pp.279-298
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    • 2015
  • This study is intended to grope for a way of strengthening the independent competitiveness of Korean design industry by deducing objective value evaluation factors in design and by closely examining what relation these factors have with the competitiveness of design-specialized company in global markets in order to reinforce the qualitative value system of design, and in order to strengthen the industrial competitiveness of design. First of all, this study defined the objective evaluation factors in design as the quantification of measurement evaluation, the consistency of process, the compatibility of project, and logical persuasiveness, and defined the competitiveness factor in design-specialized company as the reliability and service quality of company, and established a research model. According to the results of test, most of hypotheses were accepted. However, it was understood that the quantification of evaluation didn't have direction effect on the service quality of design-specialized company.

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The Introduction of Design Thinking to Science Education and Exploration of Its Characterizations as a Method for Group Creativity Education (집단 창의성 교육을 위한 방안으로서 과학 교육에 디자인적 사고의 도입과 속성 탐색)

  • Lee, Dohyun;Yoon, Jihyun;Kang, Seong-Joo
    • Journal of The Korean Association For Science Education
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    • v.34 no.2
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    • pp.93-105
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    • 2014
  • Group creativity has recently been heightened as a core competence in the 21st century. Therefore, there is a need for introduction of concepts on design thinking emphasizing the collaboration and empathy to science education as an effective method for fostering group creativity. Understanding design thinking for effective introduction should be preceded, so we explore the characterizations of design thinking through the generic model overlay method, focus group interview, and critical incident technique analysis. The results reveal 4 cluster units of competency and 15 core competencies. The collaboration cluster consists of 5 competencies and they are as follows: organization of the team, communication, self-control, persuasiveness, and initiative competency. The integrative thinking cluster consists of 3 competencies and they are as follows: analytical, strategic, and intuitive thinking competency. The human-centeredness cluster consists of 3 competencies and they are as follows: user-orientation, relationship building, and interpersonal understanding competency. The multidisciplinary cluster consists of 4 competencies and they are as follows: achievement orientation, information seeking, curiosity, and flexibility competency. Findings are expected to provide the basic data for developing programs and establishing strategies in order to foster group creativity as well as introducing design thinking to science education effectively.

Assessing the Damage: An Exploratory Examination of Electronic Word of Mouth (손해평고(损害评估): 대전자구비행소적탐색성고찰(对电子口碑行销的探索性考察))

  • Funches, Venessa Martin;Foxx, William;Park, Eun-Joo;Kim, Eun-Young
    • Journal of Global Scholars of Marketing Science
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    • v.20 no.2
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    • pp.188-198
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    • 2010
  • This study attempts to examine the influence that negative WOM (NWOM) has in an online context. It specifically focuses on the impact of the service failure description and the perceived intention of the communication provider on consumer evaluations of firm competence, attitude toward the firm, positive word of mouth and behavioral intentions. Studies of communication persuasiveness focus on "who says what; to whom; in which channel; with what effect (Chiu 2007)." In this research study, we examine electronic web posting, particularly focusing on two aspects of "what": the level of service failure communicated and perceived intention of the individual posting. It stands to reason electronic NWOM that appears to be trying to damage a product’s or firm's reputation will be viewed as more biased and will thus be considered as less credible. According to attribution theory, people search for the causes of events especially those that are negative and unexpected (Weiner 2006). Hennig-Thurau and Walsh (2003) state "since the reader has only limited knowledge and trust of the author of an online articulation the quality of the contribution could be expected to serve as a potent moderator of the articulation-behavior relationship. We therefore posit the following hypotheses: H1. Subjects exposed to electronic NWOM describing a high level of service failure will provide lower scores on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention than will subjects exposed to electronic NWOM describing a low level of service failure. H2. Subjects exposed to electronic NWOM with a warning intent will provide lower scores on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention than will subjects exposed to electronic NWOM with a vengeful intent. H3. Level of service failure in electronic NWOM will interact with the perceived intention of the electronic NWOM, such that there will be a decrease in mean response on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention from electronic NWOM with a warning intent to a vengeful intent. The main study involved a2 (service failure severity) x2 (NWOM with warning versus vengeful intent) factorial experiment. Stimuli were presented to subjects online using a mock online web posting. The scenario described a service failure associated with non-acceptance of a gift card in a brick-and-mortar retail establishment. A national sample was recruited through an online research firm. A total of 113 subjects participated in the study. A total of 104 surveys were analyzed. The scenario was perceived to be realistic with 92.3% giving the scenario a greater than average response. Manipulations were satisfactory. Measures were pre-tested and validated. Items were analyzed and found reliable and valid. MANOVA results found the multivariate interaction was not significant, allowing our interpretation to proceed to the main effects. Significant main effects were found for post intent and service failure severity. The post intent main effect was attributable to attitude toward the firm, positive word of mouth and behavioral intention. The service failure severity main effect was attributable to all four dependent variables: firm competence, attitude toward the firm, positive word of mouth and behavioral intention. Specifically, firm competence for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Attitude toward the firm for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Positive word of mouth for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Behavioral intention for electronic NWOM describing high severity of service failure was lower for electronic NWOM describing low severity of service failure. Therefore, H1a, H1b, H1c and H1d were all supported. In addition, attitude toward the firm for electronic NWOM with a warning intent was lower than electronic NWOM with a vengeful intent. Positive word of mouth for electronic NWOM with a warning intent was lower than electronic NWOM with a vengeful intent. Behavioral intention for electronic NWOM with a warning intent was lower than electronic NWOM with a vengeful intent. Thus, H2b, H2c and H2d were supported. However, H2a was not supported though results were in the hypothesized direction. Otherwise, there was no significant multivariate service failure severity by post intent interaction, nor was there a significant univariate service failure severity by post intent interaction for any of the three hypothesized variables. Thus, H3 was not supported for any of the four hypothesized variables. This study has research and managerial implications. The findings of this study support prior research that service failure severity impacts consumer perceptions, attitude, positive word of mouth and behavioral intentions (Weun et al. 2004). Of further relevance, this response is evidenced in the online context, suggesting the need for firms to engage in serious focused service recovery efforts. With respect to perceived intention of electronic NWOM, the findings support prior research suggesting reader's attributions of the intentions of a source influence the strength of its impact on perceptions, attitude, positive word of mouth and behavioral intentions. The implication for managers suggests while consumers do find online communications to be credible and influential, not all communications are weighted the same. A benefit of electronic WOM, even when it may be potentially damaging, is it can be monitored for potential problems and additionally offers the possibility of redress.