Students in basic speech courses served as subjects in a study designed to test the efficacy of denial as a restorative agent after subjects' exposure to a belief-lowering attack. Denial was operationalized in two ways: (a) as a simple statement whereby the ostensible source of the attack message denied any connection with the attack, and (b) as a denial plus counter-assertion where the source additionally asserted an opinion directly contrary to that expressed i the attack. Denial treatments were administered either immediately, two days, or seven days after subjects' receipt of the attack message. While the immediate simple denial treatment produced Type 1 resistance, no differences were found in final belief levels across the six restorative treatments. The data failed to support the predicted superiority of denial plus counter-assertion over simple denial as a restorer of belief.

After exploring the successes, failures, and conflicting explanations for results in two communications research traditions, distraction and counter-attitudinal advocacy, an attempt was made to explain these results in terms of a more comprehensive theory. Distractions were organized into classes defined by their strength and relevance to the message, demonstrating how these and other factors affected the persuasiveness of a message. On the basis of this theory an untested class of distractions, cognitive distractions, were hypothesized. This class of distraction, related to cognitive dissonance, was then used to integrate the conflicting research in counter-attitudinal advocacy. On the basis of this theory, a model of the persuasive process was constructed and an experiment testing the basic components of the model devised. It was hypothesized that in the counter-attitudinal encoding situation, reward and initial attitude would be significant predictors of counter and consonant argument, which in turn would be significant predictors of persuasion. A central portion of the hypothesis predicted the manner in which attitude and reward would affect counter and consonant argument. If persuasion was caused by a search for justification for encoding a counter-attitudinal message, the dissonance view, then reward would predict consonant argument. If the persuasion was due to distraction, then reward would predict counter argument. A path analysis strongly supported the experimental model. Consonant argument was significantly predicted by initial attitude. Counter argument was significantly predicted by reward and reward X initial attitude. As such, the results supported the distraction hypothesis over the dissonance hypothesis as the source of persuasion in the counter-attitudinal situation.

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The primary purpose of this study is to examine, in a controlled experimental situation, two variables that might have an effect upon the viewer's perception of a message film. One variable that can be expected to affect perception is the viewer's prior knowledge of the film. This study deals with one specific variable - a published review. Another variable that might affect perception is personality. This study deals with one identified personality type - authoritarian. The message film is the award-winning, five-minute, color, anti-war film, Star Spangled Banner. It was produced and directed by Roger Flint and was released in 1972. The sections that follow examine a variety of previous research findings, develop the theoretical concepts, report the method of study, and analyze the findings.

Understanding the processes of communication during mixed-motive bargaining in coalition depends to a great extent upon comprehension of the variables which affect it. Certainly one of the most important variables of such communication is the influence of personality effect upon the bargaining outcomes. One personality variable, Machiavellianism, is strongly related to manipulative behavior. This thesis examines both the effects of Machiavellianism on bargaining success in face-to-face triads, and explores the limits of those effects relative to task orientation and personality type disclosure. It was found that Machiavellians are more able bargainers only so long as the nature and identity of their personality type is not revealed to their opponents. Machiavellian bargaining tactics, power strategies, styles of communication, and a variety of factors related to bargaining success are analyzed and a theory of ordering these results in terms of conflict resolution is discussed.

Cette recherche part du constat que les publicitaires sont face à un marché de plus en plus encombré. Ce nouveau contexte publicitaire, à savoir, double encombrement marché et média ainsi que la maturité publicitaire du consommateur, est au coeur même de l’enjeu de la publicité. La surprise peut être, ainsi, un moyen privilégié à la disposition des créatifs d’agences publicitaires pour capter l’attention des consommateurs. L’objectif de la présente recherche doctorale se propose de mettre en évidence le rôle de la surprise au sein du processus de persuasion publicitaire et d’essayer d’en expliciter les modalités, tout en prenant en considération l’impact de la culture. Notre problématique consiste à examiner, dans le domaine publicitaire, l’effet de surprise et son impact sur l’attitude envers l’annonce (Aad) et l’attitude envers la marque (Ab), tout en tenant compte de l’impact de la culture. L’ambition de notre travail est donc d’étudier en amont la surprise et d’essayer de mettre en évidence l’existence d’une influence de cette émotion particulière sur la persuasion publicitaire. Cela se traduit par la question suivante : quel est l’impact de la surprise sur la persuasion publicitaire dans un contexte en mutation ? L’enquête qualitative menée auprès d’experts français et tunisiens a permis de compléter, par l’apport des implications managériales, la partie théorique et de guider de manière pratique la phase expérimentation. Le développement d’un modèle conceptuel a permis de définir le processus persuasif des individus exposés à une annonce surprenante. Ainsi, nous avons mis en avant le rôle médiateur des réactions affectives déclenchées par l’annonce dans le processus de persuasion des annonces surprenantes tout en précisant l’articulation des différentes étapes de ce processus. A travers cette recherche, nous avons essayé de tester deux spots différents. Le premier contient des situations agréables et le deuxième comporte des situations désagréables. Nous avons remarqué que les réactions des personnes interrogées sont distinctes selon le spot visionné. Par ailleurs, plusieurs conclusions majeures résultent de l’analyse des résultats : nous avons pu mettre en évidence le rôle de la surprise au sein du processus de persuasion publicitaire et en expliciter les modalités, tout en prenant en considération l’impact de la culture. Pour les deux types de publicités, l’effet direct de la surprise sur le rappel est vérifié. Par ailleurs, l’attitude envers la publicité constitue le déterminant essentiel de l’attitude à l’égard de la marque. Les résultats ont également permis de mettre en avant le rôle médiateur de trois variables, à savoir : l’attention, l’attitude envers l’annonce et les réactions affectives déclenchées par l’annonce. En outre, les résultats des analyses mettent en lumière deux variables capables de modifier la force et parfois le sens de certaines des relations établies auparavant. Il s’agit de la variable besoin d’émotion et de la variable culture. Le test du modèle global de notre recherche tient compte d’une relation entre les croyances envers l’annonce et les croyances envers la marque et ce par le biais des équations structurelles. Ce test a montré que notre modèle présente de bonnes qualités d’ajustement et de représentation. / This research is based on the fact that advertisers face an ever crowded market. This new advertising context-that is: double crowding of market and media as well as the consumer’s advertising mature awareness is at the very heart of advertising stake. Surprise can thus be a privileged means available to the creators of advertising agencies to capture the consumers’ attention. The objective of the present doctoral research aims to highlight the role of surprise within the process of advertising persuasion and elicit its functions while considering the impact of culture. Our concern is to examine the effect of surprise-in the advertising field- and its impact on the attitude towards the ad (Aad) and the attitude towards the brand (Ab) without ignoring the impact of culture. Our aim is to study surprise and to highlight they existence of an influence of this particular advertising persuasion. This can be expressed in the following question: What is the impact of surprise on advertising persuasion in a changing context ? The qualitative enquiry conducted with French and Tunisian experts, thanks to managerial implications, helped complete the theoretical part and guide the experimentation phase in a practical way. The development of a conceptual model fostered the definition of the persuasive process of individuals exposed to a surprising ad or announcement. Thus we focused on the mediating roles of the affective reactions caused by the announcement in the persuasion process of surprising ads while considering the articulation of the different steps of this process. Through this research, we tried to test two different spots. The first containing pleasant situations and the second containing unpleasant ones. We noticed the answers of the people interviewed are different according to the spot seen. Yet several major conclusions are made out of the results analysis: we could highlight the role of surprise within the advertising persuasion process and elicit its modalities, considering the cultural impact. For both types of advertising, the direct effect of surprise on the reminder is checked. Moreover, the attitude towards advertising represents the essential determiner of the attitude towards the brand. The results also helped promote the mediating role of three variables: attention, attitude towards the ad and the affective reactions caused by the ad. Besides, the results of the analyses highlight two variables capable of modifying the strength and sometimes the meaning of certain relations established previously: the emotion need variable and the culture variable. The global model test of our research-conducted by means of structural equations- considers the relation between beliefs towards the ad and beliefs towards the brand. The test showed that our model presents good adjustment and representation qualities.

Purpose: The purpose of this study is to examine if there is a relationship between search engine users advertising awareness and attitude towards organic- and/or paid search results. Hypothesis: H1: The attitude toward Google´s paid search results is significantly more negative for search engine users who successfully identify more than 75% of Google´s paid search results on the results page compared to search engine users who successfully identified less than 75% of Google´s paid search results on the search results page. H2: The attitude toward Google´s organic search results is significantly more negative for search engine users who successfully identify more than 75% of Google´s paid search results on the search results page compared to search engine users who successfully identified less than 75% of Google´s paid search results on the search results page. Methodology: The study is based on the positivist research paradigm and has a quantitative research method and a deductive approach. The research design is a cross- sectional study and a survey has been chosen as a data collection method. The data analysis was completed using the computer program IBM SPSS. Results: The results show that there is no relationship between the search engine user´s attitude towards Google´s paid search results and the search engine user´s ad awareness, which means that the null hypothesis 1 cannot be rejected. The results also show that search engine user´s attitude towards Google´s organic search results is significantly more positive for search engine users who identified more than 75% of Google´s paid search results on the search results page as compared to search engine user´s successfully identified less than 75% of Google´s paid search results on the search results page, meaning, the null hypothesis 2 cannot be rejected. Contributions: The theoretical contribution is related to persuasion knowledge model (PKM) and shows that (1) search engine user´s activation of persuasion knowledge does not necessarily create a more negative attitude towards paid search results. (2) Search engine user´s activation of persuasion knowledge creates a more positive attitude towards organic search results. The practical contribution is given to Google and is based on the fact that (1) Google can clarify its ad disclosure without the risk of search engine users creating more negative attitude towards paid search results. (2) Google can clarify the ad disclosure, which will lead to more positive attitude towards organic search results for search engine users. / Syfte: Syftet med studien är att undersöka om det finns ett samband mellan sökmotoranvändares annonsmedvetenhet och attityd mot organiska- och/eller betalda sökresultat. Hypoteser: H1: Attityden mot Googles betalda sökresultat är signifikant mer negativ för sökmotoranvändare som identifierar mer än 75% av Googles betalda sökresultat på sökresultatsidan i jämförelse med sökmotoranvändare som lyckas identifiera mindre än 75% av Googles betalda sökresultat på sökresultatsidan. H2: Attityden mot Googles organiska sökresultat är signifikant mer negativ för sökmotoranvändare som identifierar mer än 75% av Googles betalda sökresultat på sökresultatsidan i jämförelse med sökmotoranvändare som lyckas identifiera mindre än 75% av Googles betalda sökresultat på sökresultatsidan. Metod: Studien grundar sig på det positivistiska forskningsparadigmet och har en kvantitativ forskningsmetod och en deduktiv ansats. Forskningsdesignen är tvärsnittsstudie och enkät har valts som insamlingsmetod. Dataanalysen är gjord med hjälp av dataprogrammet IBM SPSS. Resultat: Resultatet visar att det inte finns något samband mellan sökmotoranvändares attityd mot Googles betalda sökresultat och sökmotoranvändares annonsmedvetenhet vilket innebär att nollhypotes 1 inte kan förkastas. Resultatet visar även att sökmotoranvändares attityd mot Googles organiska sökresultat är signifikant mer positiv för sökmotoranvändare som identifierar mer än 75% av Googles betalda sökresultat på sökresultatsidan i jämförelse med sökmotoranvändare som lyckas identifiera mindre än 75% av Googles betalda sökresultat på sökresultatsidan vilket innebär att nollhypotes 2 inte förkastas. Studiens bidrag: Det teoretiska bidraget är relaterat till persuasion knowledge model (PKM) och visar att (1) sökmotoranvändares aktivering av persuasion knowledge inte nödvändigtvis skapar en mer negativ attityd mot betalda sökresultat. (2) Sökmotoranvändares aktivering av persuasion knowledge skapar en mer positiv attityd mot organiska sökresultat. Det praktiska bidraget ges till Google och bygger på att (1) Google kan tydliggöra sin annonsmärkning utan risk att sökmotoranvändarna får en mer negativ attityd mot Googles betalda sökresultat. (2) Google kan tydliggöra annonsmärkningen vilket kommer leda till att sökmotoranvändarna får en mer positiv attityd mot Googles organiska sökresultat.

Les concepteurs d'interfaces ont un besoin sans cesse évoluant d'influencer les utilisateurs. Dans n'importe quel domaine, de la vente à l'écologie en passant par l'éducation, les interfaces se font de plus en plus intelligentes, adaptatives et interactives afin d'inciter les individus à modifier leur attitude, voire leur comportement. Si l'inspection ergonomique et l'utilisabilité sont depuis longtemps prises en compte durant les phases d'évaluation ou de conception d'un produit, il s'avère que la dimension persuasive des technologies n'est pas encore reconnue. Or, elle fait partie intégrante de l?expérience utilisateur. Face à l'absence d'outil validé dans ce domaine, une grille de critères a été créée à ce besoin. Suite à la revue de cent soixante-quatre articles portant sur le domaine de la captologie, une grille de huit critères a été élaborée. Une expérience basée sur une tâche d'identification d'éléments dits persuasifs dans quinze interfaces a été mise en place auprès de 30 experts en ergonomie. L'utilisation de la grille a montré qu'elle aidait les experts à identifier 78,8% des éléments persuasifs présents. Avec un score de Kappa de 0.76, un accord inter-juge fort a été démontré. Suite à cette validation en laboratoire, une expérience réelle visant à montrer son opérationnalisation et à tester son efficacité sur le terrain a été menée. Appliquée dans le cadre d'un sondage entreprise en ligne annuel, la grille de critères a permis de passer de 25% à 41% de répondants sur une population de 897 salariés. Enfin, un travail d'aménagement de deux outils a permis d'élaborer une réflexion sur les éléments de la persuasion interactive propres à l'informatique décisionnelle / Interface designer have a constant need to influence users. In any field, interfaces are more and more smart, adaptive and interactive in order to encourage people to change. If ergonomic inspection and usability has long been considered to be a part of the evaluation phase or product design process, persuasive technology has not yet been taken into account. Faced with the lack of validated tool in this area, a set of criteria was elaborated. Following the review of 164 articles on the captology field, a grid of eight criteria was proposed. Following various pre-test and its stabilization, this list of criteria was tested with 30 experts in ergonomics to proceed to its validation. Experience-based identification task called persuasive elements in interfaces; 15 have been chosen. The use of the grid showed that it helped the experts identify 78.8% of persuasive elements. With a Kappa score of 0.76, a strong inter-judges agreement has been demonstrated. Following this validation in the laboratory, a real experience test to prove its effectiveness in the field has also been conducted. Applied in the context of an online survey company, annual use of the criteria increased the number of respondents from 25% to 41% in a population of 897 employees. Finally, intelligence has specific features to the world of professional software