The Effects of Metaphor Use and Message Format on Cognitive Processing and Persuasive Outcomes of Condom Promotion Messages

The potential of pictorial and verbal metaphors to gain attention and enhance persuasion is considerable. Few scholars, however, have investigated the persuasive effects of metaphor in health messages. We applied a 2 × 2 factorial experiment to examine the effects of metaphor use (metaphor/literal) and message format (verbal/pictorial) on cognitive processing and persuasive outcomes of condom promotion messages. Results showed no significant differences in cognitive processing according to metaphor or format, but there were differences in attitudes and behavioral intentions according to metaphor and format, with literal and verbal messages performing best. Potential explanations for findings and implications for future research and health message design are discussed.     

Meta-Analysis of the Persuasive Effects of Metaphorical vs. Literal Messages

This study uses meta-analysis to compare the persuasive effects of metaphorical and literal messages and assess various theoretical explanations for the relatively greater persuasiveness of metaphor. The meta-analysis includes studies from 2001 to 2015 that use various message formats and topics. Results indicate an overall effect size of r = 0.09, p < .001, 95% CI [0.06, 0.12], which supports the conclusion that metaphorical messages are more persuasive than literal messages. Moderator analyses indicate differences in effect sizes based on metaphor target familiarity, message topic, and message format. A meta-regression using the theoretical moderators indicates that message format was the strongest predictor of variation in effect size. This study provides implications related to the theoretical mechanism behind the greater persuasive effects of metaphor.     

Alcohol's Getting a Bit More Social: When Alcohol Marketing Messages on Facebook Increase Young Adults’ Intentions to Imbibe

This study investigates the effects of social media marketing of alcoholic beverages using a 2 (likes: low vs. high) × 2 (shares: low vs. high) × 3 (display ad type: alcohol ad vs. antibinge drinking PSA vs. local bank) × 6 (status update repetitions) experimental design. The study examines how evaluations of alcohol marketing status updates and display advertisements predict social media users’ intentions to consume alcohol, as a function of message virality and display ad type. Participants’ viral behavioral intentions (intentions to like, share, and comment on) for status updates were strongest in predicting intentions to consume alcohol, and this relationship was strongest when the Facebook status update had high likes and shares. The article argues that alcohol marketing on social media reflects a social norm of alcohol consumption, which leads users to consume more alcoholic drinks. Findings are discussed within the framework of persuasion theories and policy changes regarding regulation of alcohol marketing on social media.     

Ironic Message Production: How and Why We Produce Ironic Messages

This paper addresses the conceptualization and production of irony. Specifically, psychological predispositions are used to identify what makes the production of an ironic message likely. Reasons for endorsing and suppressing ironic messages are discussed based on individuals’ goals in a situation. The importance of common ground between individuals during ironic message productions is also discussed. Results suggest (a) the suppression of ironic messages due to concern for both the other and the self, (b) there is a need for mutual understanding of an attitude for ironic messages to be understood as ironic, and (c) the endorsement of ironic messages is designed to inflict harm to others.     

Comparing the effects of argumentation and facework on Americans and Chinese’ responses to advice in supportive interactions

Advice is a culturally universal form of supportive communication. This study examined cultural similarities and differences between American (N?=?248) and Chinese (N?=?225) college students in their responses to advice messages that differ in terms of argument explicitness and use of facework. A 2 (articulation of response efficacy: presence vs. absence) ×?2 (articulation of feasibility: presence vs. absence) ×?2 (articulation of absence of limitations: presence vs. absence) ×?2 (use of facework: presence vs. absence) experimental design was used in the study. A hypothetical problem situation (failing an exam) was employed in the design and three types of advice substance were included (talking to professor, studying with others, dropping the course). Participants were randomly assigned to read one of the hypothetical conversations in which they received advice from a friend about the problematic situation. The findings of this study demonstrated that, in both cultural groups, advice was more effective (resulting in higher perceptions of advice quality and facilitation of coping, as well as stronger intention to implement the advice) when advice givers outlined the efficacy of the advised action, explained the feasibility of undertaking the advised action, addressed the potential limitations of the advised action, and employed politeness strategies when giving advice. Theoretical and pragmatic implications of the study’s findings, as well as directions for future research are discussed.     

Surprise,Hurt, and Anger as Emotional Responses to Expectancy Violations Following Feedback Messages

ABSTRACT

Using expectancy violations theory, this study examined how the communication of unexpected feedback messages evoke emotional responses. A convenience sample (N = 309) reported instances of unexpected feedback within the last month. Results showed that receipt of the feedback message types were considered moderate-to-high violations. Violation expectedness and valence were negatively associated with the emotional responses, but violation importance was positively associated with the emotional responses. Finally, hurt and anger (but not surprise) were positively linked to perceptions of relational damage between the message sender and receiver. Taken together, our study demonstrates that expectancy violations are connected to emotions and relational outcomes.     

Incidental Affect and Message Processing: Revisiting the Competing Hypotheses

Using six television public service announcements (PSAs) and with a 3 (message topic) × 4 (frame combination) × 2 (messages) mixed design (N = 270), this study explores the impact of incidental affect on message processing in a broader horizon that incorporates operationalization of depth of message processing and how incidental affect is conceptualized and induced. Results showed that (a) there was no significant main effect of incidental affect on message processing in support of the cognitive capacity or affect as information explanations, and (b) there were significant simple main effects of incidental affect on message processing, but such an effect was consistent with the affect as resource explanation, rather than the hedonic contingency model. Implications and direction for future studies were discussed.     

Readability and Basic Course Hybrid Textbooks in Human Communication: A Disparity of Reading Difficulty

Parents play a pivotal role in the gender development and sex-typing of children. It is important to discover whether gender role communication differences exist based on the sex of the child or parent. The present study aimed to discover differences in gender role messages communicated between mother-daughter, mother-son, father-daughter, and father-son dyads. Participants (n = 630) completed a modified version of Bem's Sex Role Inventory. Two key results were discovered: mothers communicate significantly more feminine messages to children, regardless of child sex; and the modified BSRI identifies respondents as weak vs. strong gender identity rather than masculine, feminine, androgynous, or undifferentiated.     

Effects of self-affirmation on message persuasiveness: a cross-cultural study of the U.S. and South Korea

Much research on public communication campaigns has shown that the negative appeals (e.g. fear, guilt appeals) commonly used may not be effective for encouraging prosocial behaviors, as they can facilitate defensive processing. Self-affirmation theory suggests that self-affirmation may be a useful strategy for mitigating defensive responses to potentially self-threatening messages. This cross-national study explored the effect of self-affirmation on the persuasiveness of a threat appeal message in the context of climate change. An experiment with a 3 (no affirmation versus message-integrated affirmation versus message-separate affirmation)?×?2 (high self-threatening versus low self-threatening message)?×?2 (U.S. versus Korea) factorial design (N?=?225, U.S.; N?=?255, Korea) was employed to test this postulation. The results suggested that self-affirmation has a positive effect on perceived risk, attitude toward message, and intention to engage in environmentally-friendly behaviors, although this effect is limited to high self-threat conditions. Additionally, a statistically significant interaction between self-affirmation and culture was found for the effect on behavioral intention. Finally, message-integrated affirmation manipulation was found to be as effective as message-separate affirmation manipulation. The implications of these findings for public communication campaigns in terms of promoting prosocial behaviors are discussed.     

An Examination of Message Elaboration as a Moderator of Psychological Reactance

The current study advances the literature on psychological reactance theory by examining the moderating role of message elaboration on the reactance process. Participants (N = 512) were randomly assigned to a message condition (freedom-threatening vs. non-freedom-threatening language) in a between-subjects quasi-experimental design. Message elaboration was not manipulated but rather varied naturally. Two topics were examined (energy conservation and organ donation). Results demonstrated that freedom-threatening language was positively associated with perceived freedom threat for both topics. No interaction effect of message elaboration and freedom-threatening language on perceived freedom threat was observed for either topic. Findings are discussed in terms of the theoretical and practical contributions of the current study.     

Processing of Sexual Media Messages Improves Due to Media Literacy Effects on Perceived Message Desirability

This study tested the double-edged desirability hypothesis to investigate whether a lack of reduction in desirability perceptions signified failure of a media literacy intervention to reduce the appeal of sexual portrayals or whether it instead represented an improved awareness of message-design techniques and, therefore, a successful intervention. Data from two media literacy curriculum evaluations, both pretest–posttest quasi-experiments with control groups (N₁ = 922, M = 14.13, SD = 1.07; N₂ = 1,098, M = 14.26, SD = 1.06) showed that the media literacy treatment in both studies eliminated the effect of desirability on participants’ attitudes, reduced the effect of message desirability on participants’ expectancies, and reduced the effect of message desirability on participants’ efficacy in one of the evaluations. The results supported the double-edged desirability hypothesis, which holds that media literacy education can diminish the influence of desirable but unrealistic sexual media messages on adolescents’ decision making concerning sex, regardless of whether it decreases their affinity for the messages. This approach appears to represent a more effective alternative to demonizing media messages teens find desirable.     

Let Me Tell You About My Success: The Implications of Attribution-Based Capitalization Response Messages for Discloser Affect

Capitalization attempts, or the sharing of personal good news, can have positive outcomes for disclosers when met with a skillful response. This study reports on a test of an attribution-based theoretical framework for capitalization response messages. Participants (N = 314) read capitalization response messages created by crossing the causal attribution dimensions of locus, stability, and globality. They rated messages for their anticipated effect on positive and negative affect. Results indicate that messages that make internal attributions for success are rated significantly higher on positive affect and lower on negative affect than messages making external attributions, as are messages making stable versus unstable attributions. The stability dimension moderates the impact of the globality dimension on message ratings. Implications for attribution and social support theories are discussed.     

Improving the Effectiveness of Fundraising Messages: The Impact of Charity Goal Attainment,Message Framing,and Evidence on Persuasion

This experimental study assessed the effectiveness of fundraising messages. Based on recent findings regarding the effects of message framing and evidence, effective fundraising messages should combine abstract, statistical information with a negative message frame and anecdotal evidence with a positive message frame. In addition, building on research into social dilemmas, it was hypothesized that information about charity goal attainment (e.g., the contributions of others) should increase donation intentions. The hypotheses were tested in a 2 (goal attainment: yes/no)×2 (framing: positive/negative)×2 (evidence: statistical/anecdotal) factorial design. Abstract information was more effective when combined with a negatively framed message, whereas anecdotal information was more effective when combined with a positive frame. In addition, donation intentions were higher for messages that addressed charity goal attainment issues.     

Mother Goose and Mother Nature: Designing Stories to Communicate Information About Climate Change

Narratives have the ability to highlight climate change information in a relatable and engaging format. The purpose of the present investigation was to test the effects of five story structure types containing climate change information on perceived message effectiveness. Furthermore, we measured whether political affiliation moderated persuasive effectiveness of climate change messages among U.S. eligible voting adults (N = 594) who identified as Republican, Democrat, and Independent. The highest rated story overall was situated in the past, was realistic, and had clear moral values, indicating that certain appealing stories can serve as effective conduits for persuasive messages across the political spectrum. There were few differences between political affiliations, namely, that Democrats and Republicans rated messages differently on effectiveness when they differed on moral themes.     

Communicating About a Relational Problem While (Not) Intoxicated: Influences on Goal Judgments and Message Features

This project considered the influence of alcohol on goal pursuit and message production during difficult relational discussions. Forty-four heterosexual dating dyads discussed a hypothetical infidelity. Males were randomly assigned to drinking condition (sober vs. 0.08 g/dl) and females to a conversational resistance condition (resistance vs. no resistance). Participants provided accounts of goals, and conversations were coded for focal center and message embellishment. Drinking influenced the content of primary goals, reduced the importance of multiple goals and reduced judgments of goal difficulty. Under resistance, drinkers had significantly longer, more self-focused and less relationally focused messages than sober participants. We apply the results to an understanding of alcohol-influenced interaction in close relationships.     

Endorser and Bodily Addressing in Public Service Announcements: Effects and Underlying Mechanisms

Media psychology literature suggests that both celebrity and peer endorsers can be effective in persuasion when taking certain bodily addressing styles but via different mechanisms. To understand the psychological mechanisms underlying audiences’ reactions toward print public service announcements (PSAs) and to design effective PSAs accordingly, we explored this issue by conducting a 2 (endorser: peer vs. celebrity) x 2 (bodily addressing style: front vs. side) between-subjects online experiment (N = 423). Findings suggest that celebrity endorsers with a frontal bodily addressing style induced more parasocial interaction experience (PSE) with the endorser from the audiences, whereas peer endorsers with a side bodily addressing elicited a higher level of empathy toward the endorser. Both enhanced PSE and empathy contribute to effectiveness of the PSAs. Implications and limitations are discussed.     

Superior–Subordinate Communication in the Workplace: Verbal Aggression,Nonverbal Immediacy,and Their Joint Effects on Perceived Superior Credibility

This study examined the joint effects of a superior’s verbally aggressive behaviors and nonverbal immediacy behaviors on a subordinate’s perceptions of a superior’s credibility. Participants (n = 415) from intact classes were randomly assigned into one of the four experiment conditions simulated by four video segments: use of nonverbal immediacy and verbal aggression, nonuse of nonverbal immediacy and use of verbal aggression, use of nonverbal immediacy and nonuse of verbal aggression, and nonuse of nonverbal immediacy and verbal aggression. The findings indicate that superiors who do not use verbally aggressive messages and who are nonverbally immediate were perceived with a higher level of competence, trustworthiness, and caring than superiors who use verbally aggressive messages and who are not nonverbally immediate. In addition, superiors who use verbally aggressive messages and who are nonverbally immediate were perceived with the lowest level of perceived competence as compared to superiors in the other three conditions.     

Effects of Accent Strength Expectancy Violations on Language Attitudes

This study examined how violations of listeners’ expectancies of the strength of speakers’ foreign accents influence evaluations of foreign-accented speakers. Participants (N = 275) listened to a male or female speaker reading a short passage in Spanish-accented English. Compared to participants whose expectancies about the strength of speakers’ foreign accents were confirmed, listeners whose expectancies were negatively violated reported a more negative affective reaction and attributed less status to the speaker. Affect partially mediated the effect of negative expectancy violations on ratings of status. Participants whose expectancies were positively violated did not differ from those whose expectancies were confirmed on any dependent measures.