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First Published in 1982. Routledge is an imprint of Taylor & Francis, an informa company.
This study has three major objectives. The primary aim was to investigate the effects of source, message, and audience factors on persuasion in a holistic approach from the viewpoint of the Elaboration Likelihood Model. The second aim was to link social cognition and personality psychology and to demonstrate their relations and effects on persuasion. The third aim was to bring together the psychology and business worlds and to demonstrate an application of the Elaboration Likelihood Model in promotion, especially in an advertisement context.The sample consisted of 145 undergraduate students from Boğaziçi University. Two print ads for two different kinds of products were created (soft-drink ad and shampoo ad) and two studies, each employing four different print ad versions of the advertised product were conducted. These versions operationalized the experimental variables of (1) level of involvement; (2) credibility of the source; (3) argument strength. Need for cognition and the personality variables were also measured. The dependent measures used were product recall, brand recall, cognitive responses, attitude toward the ad scale, purchase intention. To test the hypotheses, two MANCOVA s were run with need for cognition as the covariate. The results demonstrated that there was a positive relation between need for cognition and openness to experience and conscientiousness and a negative relation between need for cognition and neuroticism. Contrary to predictions, there were no relations between cognitive responses and openness to experience and conscientiousness. Higher level of involvement was associated with more product recall (for both studies), more brand recall (for both studies), more cognitive responses (for both studies), and more favorable responses (for the soft-drink ad study). In addition, higher level of source credibility was associated with more favorable responses and more positive attitude toward the brand whereas higher need for cognition was associated with less positive attitude toward the brand (for the shampoo ad study). Interaction effects were found for argument strength and source credibility on product recall; involvement and source credibility on brand recall; involvement, argument strength, and source credibility on cognitive responses; involvement and argument strength on favorable responses; argument strength and source credibility on attitude toward the ad; need for cognition, argument strength and source credibility on attitude toward the ad (for the soft-drink ad study); involvement, argument strength and source credibility on attitude toward the ad (for the shampoo ad study). The results were discussed based on the previous findings in the literature, and the contributions and limitations of the study, along with implications and suggestions for future research were made.
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.