Customizing persuasive messages; the value of operative measures

Kaptein, Maurits

doi:10.1108/jcm-11-2016-1996

Cited by 11 publications

(7 citation statements)

References 48 publications

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“…Therefore, we consider our self-reported results to be an adequate baseline for our purpose. Kaptein (2018) reported that operative measures outperformed meta-judgmental measures in an online shopping context, and we want to emphasize that our results are, indeed, based on self-reported scores and that operative measures should be collected to evaluate the real practical value of our findings. It is worthwhile to note that most of the research on persuasion strategies has addressed compliance with marketing messages.…”

Section: Limitations Of the Studymentioning

confidence: 76%

“…These operative measures out-performed (self-reported) meta-judgment and are, therefore, considered to be the most effective alternative. However, they may also introduce ethical dilemmas through potential threats to user privacy (Kaptein 2018). The present paper focuses on susceptibility to persuasion, which, in this context, refers to the scale created by Kaptein et al (2009).…”

Section: Persuasion Profilingmentioning

confidence: 99%

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Susceptibility to social influence strategies and persuasive system design: exploring the relationship

Halttu

Oinas-Kukkonen

2021

Behaviour & Information Technology

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Cialdini's six principles of influence are commercially used but less common to encourage healthy behaviors. This study examines how these influence strategies relate to the persuasive systems design (PSD) model constructs implemented in commercial mobile fitness applications. Our research questions address whether susceptibility to influence strategies strengthen the relationships between persuasive constructs and, if so, which strategies and software features are promising to leverage the persuasive effects of systems designed to change health behaviors. This study presents results from a survey of system users (N=147) and their selfreported susceptibility to the six principles. All PSD model constructs showed significantly unequal distribution for some influence strategy, indicating that susceptibility to these strategies affects how users evaluate systems. The commitment principle correlated positively with all persuasive constructs, while reciprocation, scarcity and liking all significantly affected system evaluations. Susceptibility to influence strategies also moderated the relationships between PSD model constructs, but the moderation was often negative with small effect sizes. Our preliminary results indicate that practitioners could benefit from utilizing these influence strategies, especially susceptibility to commitment and reciprocation, which are stable and often high. However, the interaction between these strategies and persuasive systems is not straightforward and would benefit from further research.

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Section: Limitations Of the Studymentioning

confidence: 76%

Section: Persuasion Profilingmentioning

confidence: 99%

Susceptibility to social influence strategies and persuasive system design: exploring the relationship

Halttu

Oinas-Kukkonen

2021

Behaviour & Information Technology

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“…Because of that, companies can affect individuals’ self-confidence in a positive way, by using bi-directional communication (e.g., as in online environments) and individualising messages oriented by this objective. It is possible to personalise marketing messages, managing interactive media (Kaptein, 2018), therefore raising the consumers’ self-confidence. A communication strategy oriented to inform and increase consumers’ self-confidence would be essential to access the potential benefits of 2SMs from external sources.…”

Section: Discussionmentioning

confidence: 99%

How Self-confidence Moderates the Effect of Two-sided Messages on Purchase Intention

Huertas

Hanna

2020

Journal of Creative Communications

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This article seeks to clarify how two-sided messages work by explaining their causal effects on purchase intention moderated by the self-confidence of individuals. Three studies were performed. Study 1 measured individuals’ levels of self-confidence and their purchase intentions in front of one- or two-sided messages. Studies 2 and 3 manipulated individuals’ levels of self-confidence and analysed the strategies used to evaluate alternatives in cognitive decision-making. Both studies elaborated on the underlying mechanisms by which low (study 2) and high (study 3) self-confident individuals process two-sided messages, explaining the results of study 1. Self-confidence is a moderator variable for the effect of two-sided messages on purchase intention. When an individual’s self-confidence level is high (low), exposure to a two-sided message will increase (reduce) purchase intentions compared to exposure to a one-sided message. Low self-confident individuals apply a non-compensatory strategy to evaluate the offer, whereas high self-confident individuals apply a compensatory strategy to evaluate the offer. The findings suggest a communication strategy oriented to inform and increase consumers’ self-confidence. The findings contribute to a more detailed and refined knowledge of the underlying mechanisms by which two-sided messages are processed.

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“…For this reason, companies can positively influence individuals' conformity intention by managing bi-directional communication (e.g., using social networks), customizing communications oriented by this objective. Using interactive media, it is possible to customize marketing communications [46], increasing the customers' conformity intention.…”

Section: Discussionmentioning

confidence: 99%

The Interaction Effect of Type of Message X YouTuber’s Media Metrics on Customers’ Responses and the Moderation of Conformity Intention

Huertas

Coelho

2019

Future Internet

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This is a study of the way in which YouTubers' media metrics influence the effect of their one-sided messages (1SMs) and two-sided messages (2SMs), providing theoretical explanations based on the elaboration likelihood model. Its main objective is the proposition and testing of: (i) the interaction effect between type of message and media metrics of the YouTuber on customers' responses, and (ii) the moderation of individuals' conformity intention for the interaction effect between type of message and media metrics on customers' responses. The results of an experiment showed that high YouTubers' media metrics have more effect for 1SMs and less effect for 2SMs. Additionally, conformity intention moderates the effect of the interaction type of message X media metrics. A high level of conformity intention neutralizes the interaction effect between YouTubers' media metrics and message sidedness. This study makes a theoretical contribution to research into online content and information use, providing explanations of how media metrics of a vlog influence the effect of two types of messages.

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Customizing persuasive messages; the value of operative measures

Cited by 11 publications

References 48 publications

Susceptibility to social influence strategies and persuasive system design: exploring the relationship

Susceptibility to social influence strategies and persuasive system design: exploring the relationship

How Self-confidence Moderates the Effect of Two-sided Messages on Purchase Intention

The Interaction Effect of Type of Message X YouTuber’s Media Metrics on Customers’ Responses and the Moderation of Conformity Intention

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