• Title/Summary/Keyword: Persuasion Knowledge Model

Search Result 11, Processing Time 0.025 seconds

Investigation about the Context in which the Effects of Entertainment-education Program May Reduce -Focused on Persuasion Knowledge and Pre-attitude (교육적 오락물의 설득효과 감소요인에 대한 탐색적 연구 -설득지식과 사전태도의 영향을 중심으로)

  • Kim, In-Sung;Lee, Seung-Jo
    • Korean journal of communication and information
    • /
    • v.69
    • /
    • pp.7-29
    • /
    • 2015
  • The purpose of this research is to examine the impacts of persuasion knowledge and pre-attitude on responses to a persuasive entertainment education program. Persuasion knowledge model was adopted as the theoretical frame and information about the sensational identity of entertainment program was used to activate audience's persuasion knowledge(i.e. resistance). Pre-attitude was measured by the degree of concern about the persuasion topic. The experiment was designed by persuasion knowledge(2) ${\times}$ pre-attitude(2) and participants were randomly assigned in one of the conditions and rated their attitude for the persuasion topic. The implicit measure for attitude was included in addition to the explicit measures in order to reveal unconscious attitudinal changes. The results showed that the allegedly effective entertainment-education can confront the resistance of the audience in some contexts. A significant interaction of knowledge ${\times}$ pre-attitude was found in the result of the implicit attitude. The individuals with high concern about the persuasion topic, compared to those with low concern, were more influenced by the entertainment program and also persuasion knowledge. The interaction was not significant on the explicit attitude, which may present the usefulness of the implicit measure in entertainment-education research.

  • PDF

Consumer's Responses to the Persuasion Attempt of the Sports Sponsorship: The Case of Guangzhou Asian Games (스폰서십의 설득의도성에 대한 소비자 반응: 광저우 아시안 게임을 바탕으로)

  • Lim, Myung Suh;Kim, Hae Ryong;Lee, Moonkyu
    • Asia Marketing Journal
    • /
    • v.13 no.2
    • /
    • pp.71-97
    • /
    • 2011
  • Over the last twenty years, sponsorship has been used very widely as an important marketing tool that enhances corporate image. Since it has proven to be effective in creating positive perceptions of the company, many marketers have sponsored a variety of consumer-related activities. However, sponsorship has also been criticized as it can be related to ambush marketing and excessive commercialism which trigger negative consumer responses. Unlike the existing study on the sponsorship marketing, this study intends to investigate its negative effects. The study was conducted based on the persuasion knowledge model which was proposed by Fristed and Wright (1994) and investigated consumer responses to ulterior motive of sponsorship marketing. According to the persuasion knowledge model, consumers activate their persuasion knowledge to see the agent's commercial motive; there are several antecedents to the persuasion knowledge activation such as the source familiarity, the marketer's effort and the appropriateness of persuasion. Also, existing studies have pointed out the sponsor-event fit and the sponsor's integrity as crucial factors which influence consumer attitude. By taking a survey of people who watched the 2010 Guangzhou Asian Games, we tried to examine how the sponsor familiarity and the sponsor-event fit as pre-existing variables which have been formed based on the prior consumer knowledges/memories as well as the sponsor effort and the sponsor integrity as situational variables activated based on the specific persuasion episode influenced persuasion knowledge. We also tried to test the potential moderating role of sponsorship type (i.e., official sponsorship versus marketing focused) on the causal path from the persuasion knowledge and the consumer attitude from the perspective of the appropriateness of persuasion. The results show that the sponsor familiarity, the sponsor-event fit, and the marketer's effort have significant effects on the persuasion knowledge activation, and the sponsorship type has moderating role in the sponsorship effectiveness. The theoretical and practical implications of the results are discussed.

  • PDF

A Comparative Analysis of Psychological Factors for Predicting Market Mavenism and Fashion Leadership (시장 전문성과 유행 선도력의 심리적 영향 요인 비교 연구)

  • Sung, Heewon;Kim, Eun Young
    • Journal of Fashion Business
    • /
    • v.19 no.5
    • /
    • pp.77-92
    • /
    • 2015
  • The purpose of this study is to examine and compare effects of psychological factors on market mavenism and fashion leadership in order to determine the differences of two influential groups in the marketplace. The data were collected from 20's-50's consumers through an online survey institute and a total of 857 questionnaires were analyzed. Demographic variables (gender, age, and income level) were entered into the regression model 1 as independent variables, and 6 factors of consumer self-confidence, clothing involvement, status consumption, and price consciousness were entered into the regression model 2. In the regression model 1, gender (female) alone was significant in explaining market mavenism, while the income level had a positive relationship with fashion leadership. In the regression model 2, information acquisition, social outcome, persuasion knowledge among consumer self-confidence, and status consumption were significant predictors of market mavenism. On the other hand, personal outcome, social outcome, persuasion knowledge, clothing involvement, and status consumption had an effect on the fashion leadership. When comparing magnitudes of effects in predicting market mavenism and fashion leadership, social outcome and status consumption showed to have stronger impacts on fashion leadership than on market mavenism. Psychological factors showed to be more powerful in predicting market mavenism or fashion leadership, as compared to demographic variables.

An Longitudinal Analysis of Changing Beliefs on the Use in IT Educatee by Elaboration Likelihood Model (정교화 가능성 모형에 의한 IT 피교육자 신용 믿음 변화의 종단분석)

  • Lee, Woong-Kyu
    • Asia pacific journal of information systems
    • /
    • v.18 no.3
    • /
    • pp.147-165
    • /
    • 2008
  • IT education can be summarized as persuading the educatee to accept IT. The persuasion is made by delivering the messages for how-to-use and where-to-use to the educatee, which leads formulation of a belief structure for using IT. Therefore, message based persuasion theory, as well as IT acceptance theories such as technology acceptance model(TAM), would play a very important role for explaining IT education. According to elaboration likelihood model(ELM) that has been considered as one of the most influential persuasion theories, people change attitude or perception by two routes, central route and peripheral route. In central route, people would think critically about issue-related arguments in an informational message. In peripheral route, subjects rely on cues regarding the target behavior with less cognitive efforts. Moreover, such persuasion process is not a one-shot program but continuous repetition with feedbacks, which leads to changing a belief structure for using IT. An educatee would get more knowledge and experiences of using IT as following an education program, and be more dependent on a central route than a peripheral route. Such change would reformulate a belief structure which is different from the intial one. The objectives of this study are the following two: First, an identification of the relationship between ELM and belief structures for using IT. Especially, we analyze the effects of message interpretation through both of central and peripheral routes on perceived usefulness which is an important explaining variable in TAM and perceived use control which have perceived ease of use and perceived controllability as sub-dimensions. Second, a longitudinal analysis of the above effects. In other words, change of the relationship between interpretation of message delivered by IT education and beliefs of IT using is analyzed longitudinally. For achievement of our objectives, we suggest a research model, which is constructed as three-layered. While first layer has a dependent variable, use intention, second one has perceived usefulness and perceived use control that has two sub-concepts, perceived ease of use and perceived controllability. Finally, third one is related with two routes in ELM, source credibility and argument quality which are operationalization of peripheral route and central route respectively. By these variables, we suggest five hypotheses. In addition to relationship among variables, we suggest two additional hypotheses, moderation effects of time in the relationships between perceived usefulness and two routes. That is, source credibility's influence on perceived usefulness is decreased as time flows, and argument quality's influence is increased. For validation of it, our research model is tested empirically. With measurements which have been validated in the other studies, we survey students in an Excel class two times for longitudinal analysis. Data Analysis is done by partial least square(PLS), which is known as an appropriate approach for multi-group comparison analysis with a small sized sample as like this study. In result. all hypotheses are statistically supported. One of theoretical contributions in this study is an analysis of IT education based on ELM and TAM which are considered as important theories in psychology and IS theories respectively. A longitudinal analysis by comparison between two surveys based on PLS is also considered as a methodological contribution. In practice, finding the importance of peripheral route in early stage of IT education should be notable.

Development and Implementation of a Self-directed Critical Care Nursing e-Learning Program (자기주도형 중환자간호 이러닝 프로그램 개발 및 적용)

  • Kim, Keum Soon;Kim, Jin-A;Ahn, Jung Won
    • Perspectives in Nursing Science
    • /
    • v.9 no.1
    • /
    • pp.51-60
    • /
    • 2012
  • Purpose: The purpose of this study was to develop a self-directed e-learning program for ICU nurses and to evaluate how the proposed e-learning program affects the level of knowledge, nursing performance and job satisfaction of ICU nurses. Methods: The e-learning program was developed with the Computer Assisted Instruction Design Model using sources of self-efficacy which included the inactive attainment, vicarious experience, and verbal persuasion of ICU nurses. The program was evaluated by experts. Following the revision of the program, it was applied to a total of 59 ICU nurses (experimental group n=29, control group n=30) from three hospitals. Four weeks later, we measured the level of knowledge, nursing performance and job satisfaction. Results: The level of knowledge significantly improved in the experimental group (t=5.691, p<.001). Moreover, the level of nursing performance significantly increased in the areas of circulatory diagnostic test (t=2.143, p=.039), EKG (t=2.911, p=.006), aortic balloon pump (t=2.491, p=.017), and nebulizer therapy (t=2.085, p=.044). Overall, job satisfaction did not significantly increase (t=1.664, p=.105); however, job satisfaction in terms of relationships with coworkers (t=2.371, p=.023) and the needs of nursing performance (t=2.940, p=.006) were significantly increased. Conclusion: The results showed that the proposed e-learning program using sources of self-efficacy from ICU nurses was an effective learning method to increase the level of knowledge and nursing performance. The propose de-learning program would be a useful teaching tool for ICU nurses improving the quality of ICU patient care.

  • PDF

An Empirical Study on the Factors Affecting the Innovation Resistance to Information Technology of Trade According to Adoption Stage - Focused on the e-Marketplace - (무역정보기술(貿易情報技術)의 수용단계별(受容段階別) 혁신저항(革新抵抗)에 관한 연구(硏究) - 무역(貿易) e-Marketplace를 중심(中心)으로 -)

  • Song, Sun-Yok
    • THE INTERNATIONAL COMMERCE & LAW REVIEW
    • /
    • v.25
    • /
    • pp.211-241
    • /
    • 2005
  • Innovation resistance toward technology products such as e-Marketplace is an important concept in business to business marketing. But most of researches and literatures have not been focused on innovation resistance. Therefore, the objective of this paper is to confirm key factors that effects on the innovation resistance. Additionally this study will be revealed the factors affecting the innovation resistance to information technology of trade according to adopting stage. Based on the past literatures, the innovation resistance of users can be viewed as dependent on two sets of factors came from the study of Innovation Resistance Model(Ram, 1987):perceived innovation(e-Marketplace) characteristics and user(trading company) characteristics. Perceived innovation characteristics consists of relative advantage, compatibility, perceived risk, complexity, inhibitory effect on the adoption of profitable innovation. The user characteristics consist of innovativeness, beliefs and attitude toward existing trade method. And user adoption stage came from the study of Innovation Diffusion(Roger, 1995). To make it simple, this study divides group1(knowledge/persuasion/decision) and group2(implementation/confirmation). In the result of the empirical study, the hypothesis 1, hypothesis 2, hypothesis 4 were supported partially and hypothesis 3 was completely supported.

  • PDF

Values in Mathematics Education: Its Conative Nature, and How It Can Be Developed

  • Seah, Wee Tiong
    • Research in Mathematical Education
    • /
    • v.22 no.2
    • /
    • pp.99-121
    • /
    • 2019
  • This article looks back and also looks forward at the values aspect of school mathematics teaching and learning. Looking back, it draws on existing academic knowledge to explain why the values construct has been regarded in recent writings as a conative variable, that is, associated with willingness and motivation. The discussion highlights the tripartite model of the human mind which was first conceptualised in the eighteenth century, emphasising the intertwined and mutually enabling processes of cognition, affect, and conation. The article also discusses what we already know about the nature of values, which suggests that values are both consistent and malleable. The trend in mathematics educational research into values over the last three decades or so is outlined. These allow for an updated definition of values in mathematics education to be offered in this article. Considering the categories of values that might be found in mathematics classrooms, an argument is also made for more attention to be paid to general educational values. After all, the potential of the values construct in mathematics education research extends beyond student understanding of and performance in mathematics, to realising an ethical mathematics education which is important for thriveability in the Fourth Industrial Revolution. Looking ahead, then, this article outlines a 4-step values development approach for implementation in the classroom, involving Justifying, Essaying, Declaring, and Identifying. With an acronym of JEDI, this novel approach has been informed by the theories of 'saying is believing', self-persuasion, insufficient justification, and abstract construals.

The Effect of Brand Familiarity on Green Claim Skepticism in Distribution Channel

  • Belay Addisu KASSIE;Hyongjae RHEE
    • Journal of Distribution Science
    • /
    • v.21 no.6
    • /
    • pp.51-68
    • /
    • 2023
  • Purpose: This study aims to explore the impact of green products' claim skepticism on green purchase intention and further investigates the moderating role of environmental concern in the relationship. This study, by drawing the persuasion knowledge model expected that ambiguity avoidance penalizes less familiar brands than familiar brands. Further, the present study building on Hofstede's cultural dimension, specifically, uncertainty avoidance, undertook a scenario to understand any difference that exist between uncertainty avoidance cultural groups. This study also investigates gender differences in green claim skepticism and proclivity to purchase green products. Research design, data, and methodology: For analyzing the relationship relevant hypotheses were designed, and R-programming software was used. To test the hypotheses two independent sample t-test and regression analysis were carried out. Results: The results suggest that consumers' skepticism toward green claims influenced the intention to purchase eco-friendly products. The study finding also confirms the effect is moderated by environmental concern. Also, the findings of two scenarios reveal that consumers in high uncertainty avoidance culture exhibited a greater level of skepticism for green print advertising and green packaging claims when the brand in the advertising and packaging was unfamiliar than when it was familiar. Conclusions: To alter the negative effect of skepticism the consumer should believe the environmental claims are valid so that they can contribute to solving sustainability issues.

The Effect of the Health Belief and Efficacy Expectation Promoting Program on Osteoporosis Preventive Health Behavior in Women with Rheumatoid Arthritis (건강신념 및 효능기대증진 프로그램이 류마티스 관절염환자의 골다공증 예방행위에 미치는 영향)

  • Lee, Eun-Nam
    • Journal of muscle and joint health
    • /
    • v.5 no.2
    • /
    • pp.174-190
    • /
    • 1998
  • Osteoporosis has been known as a common complication of rheumatoid arthritis and a major preventable health problem. Lots of studios have demonstrated that changes in life style can help delay or prevent osteoporosis. Therefore nursing intervention related osteoporosis prevention have consisted of education programs aimed at changing dietary and exercise habit. However knowledge gained from education haven't always leaded to behavior change. Therefore it is important to consider other psychological variables in effecting behavior change. Numerous research have found self efficacy and health belief to be an important factor in individual decision making behavior. The purpose of the study was to develop health belief and efficacy expectation promoting program based on Health Belief Model & Self Efficacy Model and to investigate its effects in women with rheumatoid arthritis. For this purpose, one group pretest-post design was used. The subject of the study were 16 women with rheumatoid arthritis in Pusan city and data collection was carried out from April, 1997 to May, 1998. The intervention program was consisted of educating on osteoporosis and enhancing and reinforcing self efficacy by verbal persuasion during the period of 4 weeks. The instruments were used to collect data in this study were Osteoporosis Health Belief Scale, Osteoporosis Self Efficacy Scale, and Osteoporosis Preventive Behavior Scale. Data was analyzed by Wilcoxon signed rank test using SPSS $PC^+$ program. The results are as follows : 1) The behavior should be increased after intervention was supported(Z=-3.5162, p=.0004, diet : Z=-3.2942, p=.0010, exercise). 2) The sub-hypothesis that perceived sensitivity should be increased after intervention was supported (Z=-2.3854, p=.0171). 3) The sub-hypothesis that perceived severity should be increased after intervention was rejected(Z=-1.4327, p=.1520). 4) The sub-hypothesis that perceived benefit should be increased after intervention was supported(Z=-2.6410, p=.0083). 5) The sub-hypothesis that perceived barrier should be decreased after intervention was supported (Z=-2.4138, p=.0158). 6) The sub-hypothesis that efficacy expectation should be increased after intervention was supported(Z=-3.5162, p=.0004). As a conclusion, it was found that health belief and self efficacy promoting program was an effective nursing intervention for preventing osteoporosis of rheumatoid arthritis.

  • PDF

Effect of YouTube Influencer Reputation and Parasocial Relationship on Marketing Effectiveness Moderated by Types of Economic Interest (경제적 이해관계 유형에 따라 유튜브 인플루언서 평판과 의사인간관계가 마케팅 효과에 미치는 영향)

  • Shang, Jingyi;Chang, Byenghee
    • The Journal of the Korea Contents Association
    • /
    • v.21 no.12
    • /
    • pp.238-249
    • /
    • 2021
  • This research aims to present effective influencer marketing strategies against a heavy blow in Korean influencer marketing industry because of the paid advertisement controversy and the reinforcement of regulations for online advertisement. By investigating the effects of influencer reputation, which is composed of communication skills, influence, authenticity and professionalism on marketing effect, as well as the mediating effect of parasocial relationship, the study provides some implications for influencer selecting. The effect of economic interests is examined under 4 experimental conditions of paid advertisements, brand collaboration, brand gifts and organic review to figure out how to arrange an appropriate sponsorship plan. According to results of PLS structural equation analysis, it shows that the influence and authenticity of an influencer have a significant positive effect on marketing effect and the mediating effect of parasocial relationship is partially proved. It seems that the effect of influencer reputation on marketing effect is significantly differentiated in different contexts, which confirms the moderating effect of economic interest. Distinguish from previous studies, this study focuses on types of economic interest rather than a simple comparison between sponsorship disclosure versus no disclosure and makes contributions to expanding reputation research. Meanwhile, findings of this study could give some practical implications for marketing practitioners in planning influencer marketing.