Researchers have investigated a number of different psychological constructs that occur as a result of advertising exposure and that contribute toward the formation of attitudes toward the ad (Aad) and brand (Ab). The dual mediation model (DMM), which defines hypothesized interrelationships among these constructs, has been well supported in previous research, but fails to empirically distinguish between the quantitative versus qualitative effects that can occur as a result of increased elaboration. To address this issue, the author incorporates cognitive resource matching theory into the DMM framework, arguing that construct means, the relative proportions of those means, and the links among model constructs are moderated by level of processing motivation. The results of empirical testing of a modified version of the DMM under alternate resource conditions are consistent with this theoretical explanation. © 2005 Wiley Periodicals, Inc.

An examination of qualitative vs. quantitative elaboration likelihood effects

This research explores the interaction effects of message sidedness and argument quality of ads on how either promotion-focused or prevention-focused individuals engender their ad attitudes. Two hundred and forty undergraduates were randomly assigned to a 2 (regulatory focus: prevention-focus/promotion-focus) × 2 (message sidedness: one-sided messages/two-sided messages) × 2 (argument quality (AQ): weak/strong) between-subjects design. Results indicate that promotion-focused individuals tend to engender more favourable attitudes to weak AQ ads than strong AQ ads, whereas prevention-focused individuals tend to engender more favourable attitudes to strong AQ ads than weak AQ ads. In addition, results indicate more favourable attitudes for one-sided messages over two-sided messages for promotion-focused individuals, as well as more favourable attitudes for two-sided messages over one-sided messages for prevention-focused individuals. Furthermore, one-sided messages result in more favourable ad attitudes when...

Exploring the effect of regulatory focus on ad attitudes: The moderating roles of message sidedness and argument quality

In this paper, the effects of positive versus negative (political) advertising are modelled. The findings show that positive as well as two different types of negative advertising will lead viewers to formulate specific attitudes towards the brand (sponsor). However, the manner in which these attitudes are formed will be affected by ad type and argument strength. It was found that under strong message argument conditions, negative attack ads may lead to more positive evaluations of the sponsoring candidate, whereas under weak message argument conditions, direct comparison ads may be superior.In developing this model to include the effects of negative appeals, the traditional Dual Mediation Model of persuasion is redefined. The author demonstrates that a peripheral cue (attitude towards the ad) can have an impact on the central route to persuasion by fostering message acceptance not only in regard to the sponsor of the advertisement but also in regard to a competitor. The resultant Tri-Mediation Model of p...

The Tri-Mediation Model of persuasion

The present study enhances our understanding of followers’ perceptions of the information credibility of Chinese social media influencers. Employing the heuristic-systematic model, we examined the influence of source credibility and argument quality on the content credibility of micro-influencers and their relational impact on followers’ attitudes and behavioural decisions, with involvement as a moderator. Chinese respondents who follow beauty influencers on Sina Weibo were targeted. The respondents were contacted by posting a web link on WeChat to the survey created on Sojump. Structural equation modelling was used to examine the relationship between variables. The results revealed that argument quality (i.e. systematic cue) and source credibility (i.e. heuristic cue) are significantly affect the information credibility perceived by consumers. The findings also indicate that perceived information credibility has a significant impact on brand/video attitude and purchase intention. There are notable theoretical extensions to the literature on information processing, attitude and consumer behaviour.

Effects of heuristic and systematic cues on perceived content credibility of Sina Weibo influencers: the moderating role of involvement

Über DTA-untersuchungen von explosivstoffen IM einschluß

We examined the effects of prior experience and grouping on escaping behaviour. A maze was constructed in a laboratory simulating an escaping route during emergencies. Subjects were instructed to escape from an experimenter who ran after them holding an electric-shock apparatus. In Experiment 1, preceding the main session, half of the subjects had been allowed to explore the route beforehand (prior-experience conditions), while the other half had not (no prior-experience conditions). In the main session, the subjects escaped in four-person groups, or escaped individually. It was demonstrated that the subjects' prior experience decreased their escaping time. In addition, the subjects in the no-prior-experience-individual condition felt that the time required to escape was longer than it was in the other conditions. In Experiment 2, subjects first explored one of the two escaping routes connected to Exit A or Exit B. The main escape session was conducted in four-person groups, each of which was comprised of two members who had previously experienced Exit A and two others who had experienced Exit B. The results was that subjects often followed others who experienced the different exit. The implications for actual emergencies were discussed.

Escape Behaviour in Emergencies

The present study examined whether the heuristic processing and systematic processing in persuasion influenced each other (the Heuristic systematic model; Chaiken, 1980). Two hundred ninety five college students received a persuasive message advocating “to require a graduation examination in colleges”. The source credibility, expectancy of success, argument strength, issue involvement were manipulated in factorial design. The results indicated that the source credibility functioned as a heuristic cue in the condition in which participants issue involvement was high, and thus suggested the co-occurence of the heuristic and systematic processing. The result further suggested that the two kinds of heuristic cues, credibility and expectancy, influenced the attitude separately, not simultaneously.

Effects of Source Credibility and Expectancy in Persuasion

近年の国際的ジェンダー平等政策では，男性のケア関与に焦点を当て，理想的な男性のあり方としてのケアリング・マスキュリニティ（CM）をキーワードとして用いている．しかし，男性のケア行為参加がジェンダー平等を促進する効果は限定的との先行研究もあり，そもそもCMを構成する諸要素間の関係性に関する十分なエビデンスは得られていない．そこで本研究は，7歳未満の子どもを持つ父親を対象とした調査データを用い，CMの構成要素に関する諸変数で階層別クラスター分析を実施した．その結果，男性たちが，単にCMの程度が高いか低いかの二極モデルでは捉えきれない形で多様化していることが明らかにされた．すなわち，「ケア行為」の頻度が高い男性たちの間でさらに，「ジェンダー観」が非伝統的で「生活の質」も高い「非伝統的男性性」と，「ケアの態度」の程度は高いが「ジェンダー観」は伝統的で「生活の質」が低い「葛藤的男性性」への分化が確認された． 

Are Caring Men “Masculine”? Empirical Analysis of the Plurality of Caring Masculinities

Effects of Impression Motivation on Processing of In-group Persuasive Messages

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