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Consumers' search for information on the Internet is predicted to become the most popular activity associated with commerce on the Internet. Recent studies have revealed a growing number of car buyers who research their automotive purchases on the Internet. However, little knowledge about Internet advertising related to online consumer information search has been accumulated in the area of Internet advertising research. To date, we have rarely seen studies, specifically experimental ones, of attitudes toward Internet advertising using attitude function theory, although this is a recently re-highlighted research approach to persuasive communication. Hence, the main purpose of this dissertation study was to advance the understanding of consumers' attitudes toward Internet advertising as persuasive communication by the extension and the application of attitude function theory to the new medium. On the basis of a comprehensive literature review, the analysis of recent research on Internet advertising as persuasive communication identified a knowledge gap in Internet advertising research: Previous studies have virtually ignored the effects of advertising messages in terms of consumers' psychological needs and associated attitudes in order to understand persuasive communication effects on the Internet. Attitude function theorists predict that the effectiveness of persuasive communication messages will be greater when the messages match attitude functions of message recipients than when the messages do not match such attitude functions. Thus, applying attitude function theory to Internet advertising research area, this study tested functional matching hypotheses in relation to a new media context such as the Internet. Following a growing, alternative approach to the study of Internet advertising, this dissertation examined the persuasive communication effects of commercial websites as a format of Internet advertising. A focus group discussion and two pilot studies were conducted as the preliminary research for this dissertation. Two main experiments were performed to test research hypotheses and answer the research question for this study. Attitude function-based websites related to car ix information search were constructed as the stimulus materials for the main experiments. Experiment 1 tested functional matching hypotheses. Experiment 2 replicated Experiment 1 and also manipulated corporate credibility as a special case of source credibility in a form of publicity. Attitude function was measured via the attention-to-social-comparison-information (ATSCI) scale as the revised self-monitoring scale in both experiments. Multivariate analysis of variance (MANOVA) tests were conducted for the statistical analysis of data, mainly because previous traditional and Internet advertising research suggested empirical evidence that attitude toward the site, attitude toward the brand, and behavioral intention to revisit the site as the dependent variables in this study are significantly correlated. The results of the MANOVA test for Experiment 1 did not find empirical evidence suggesting a significant functional matching effect on the combination of three dependent variables. On the other hand, the MANOVA results for Experiment 2 found empirical evidence that there was a significant multivariate main effect of corporate credibility on the combination of three dependent variables even though there were no significant interaction effects among attitude function (as measured by the ATSCI scale), attitude function-based website appeals, and corporate credibility on the combination of the dependent variables. Discussion of results provided theoretical explanations for inconsistent findings from the experiments. Limitations of this study are discussed, and several suggestions for future research are provided.
This research handbook provides a comprehensive, integrative, and authoritative resource on the main strategic management issues for companies within the e-business context. It covers an extensive set of topics, dealing with the major issues which articulate the e-business framework from a business perspective. The handbook is divided into the following e-business related parts: background; evolved strategic framework for the management of companies; key business processes, areas and activities; and, finally, emerging issues, trends and opportunities, with special attention to diverse Social Web-related implications. The articles are varied, timely and present high-quality research; many of these unique contributions will be especially valued and influential for business scholars and professionals interested in e-business. Many of the contributors are outstanding business scholars who are or have been editors-in-chief of top-ranked management and business journals or have made significant contributions to the development of their respective fields.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Now in its seventh edition, this essential text continues to provide students with a comprehensive yet accessible overview of the study and practice of persuasive communication. Attuned to the swift changes in the world of persuasion in the twenty-first century, this book covers how theories and research illuminate and adapt to our present digital era, with continued attention to ethical implications and today’s big topics. This new edition features updated definitions of key terms in the field as they relate to present-day practice; an integration of persuasion theories and the ubiquity of online influence; new examples and cases to illustrate persuasive communication’s approach to health campaigns, attitudes, communicator appeals, dissonance, and ethics; and a thorough reflection of the most current scholarship in the field. The Dynamics of Persuasion, Seventh Edition provides a solid foundation for undergraduate students in communication studies and psychology to grasp the key concepts and practices of persuasive communication today. The book is complemented by online resources for both instructors and students, including an instructor’s manual, lecture slides, sample test questions, and links to relevant articles and videos illustrating concepts presented in the text. Please visit www.routledge.com/cw/perloff.
Now in its sixth edition, Persuasion: Social Influence and Compliance Gaining continues to boast an accessible voice and vibrant aesthetic that appeals to undergraduate students of communication, psychology, advertising, and marketing. In addition to presenting established theories and models, this text encourages students to develop and apply general conclusions about persuasion in real-world settings. Along the way, students are introduced to the practice of social influence in an array of contexts (e.g., advertising, marketing, politics, interpersonal relationships, social media, groups) and across a variety of topics (e.g., credibility, personality, deception, motivational appeals, visual persuasion). The new edition features an expanded treatment of digital and social media, up-to-date research on theory and practice, and enhanced discussions of topics such as political campaigning, emotional marketing, olfactory influence, and ethics. Instructors can also use the book’s downloadable test bank, instructor’s manual, and PowerPoint slides in preparing course material.
"This book educates readers on how to meet online advertising and Internet marketing challenges for both present and future tactics"--Provided by publisher.
Can computers change what you think and do? Can they motivate you to stop smoking, persuade you to buy insurance, or convince you to join the Army? "Yes, they can," says Dr. B.J. Fogg, director of the Persuasive Technology Lab at Stanford University. Fogg has coined the phrase "Captology"(an acronym for computers as persuasive technologies) to capture the domain of research, design, and applications of persuasive computers.In this thought-provoking book, based on nine years of research in captology, Dr. Fogg reveals how Web sites, software applications, and mobile devices can be used to change people's attitudes and behavior. Technology designers, marketers, researchers, consumers—anyone who wants to leverage or simply understand the persuasive power of interactive technology—will appreciate the compelling insights and illuminating examples found inside. Persuasive technology can be controversial—and it should be. Who will wield this power of digital influence? And to what end? Now is the time to survey the issues and explore the principles of persuasive technology, and B.J. Fogg has written this book to be your guide.* Filled with key term definitions in persuasive computing*Provides frameworks for understanding this domain*Describes real examples of persuasive technologies