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Consumers rely on sources of information to learn about products and make informed purchasing decisions. In fact, one of the first factors consumer consider when evaluating product information, is the source of that information. Yet despite the importance of the source, research on this topic is sporadic, leaving my unanswered questions. This dissertation advances our understanding of how three different sources of information influence consumers' perceptions and decision making. In the first study, we examine two sources (consumer originated and third party) to determine which one dominates in a persuasion episode. We find consumers overwhelmingly prefer consumer originated versus third party sources because they believe fellow consumers convey information that is diagnostic of future product experiences. In our second study, we show how a subtle firm-dominated characteristic, firm size, influences manufacturing assumptions and purchase behavior. We find consumers prefer small to large firms for unique products, because they assume small firms have a high degree of human intervention in the manufacturing process. / Doctor of Philosophy / Consumers rely on sources of information to learn about products and make informed purchasing decisions. In fact, one of the first factors consumer consider when evaluating product information, is the source of that information. Yet despite the importance of the source, research on this topic is sporadic, leaving my unanswered questions. This dissertation advances our understanding of how three different sources of information influence consumers' perceptions and decision making. In the first study, we examine two sources (consumer originated and third party) to determine which one dominates in a persuasion episode. We find consumers overwhelmingly prefer consumer originated versus third party sources because they believe fellow consumers convey information that is diagnostic of future product experiences. In our second study, we show how a subtle firm-dominated characteristic, firm size, influences manufacturing assumptions and purchase behavior. We find consumers prefer small to large firms for unique products, because they assume small firms have a high degree of human intervention in the manufacturing process.

Drug use, overdose, and addiction has skyrocketed in the past twenty years (Centers for Disease Control and Prevention, 2020). Negative stigma towards addiction, or otherwise known as substance use disorder (SUD), has only increased since President Nixon declared the "war on drugs" in 1971 (National Public Radio, 2007). Negative public stigma of SUD creates barriers for treatment for those who are suffering, continuing to exacerbate the stigma surrounding SUD. To understand ways to reduce stigma surrounding SUD, this study will look at narrative persuasion through transportation theory to better understand the power of stories and stories of recovery as a method to reduce stigma surrounding SUD among community members. In addition to examining narrative persuasion literature, 21 semi-structured interviews from community stakeholder groups in Virginia's Department of Behavioral Health and Developmental Services region 3, were conducted. To further understand the content in the stakeholder interviews, a qualitative thematic analysis using inductive themes was conducted to determine common themes surrounding substance use disorder, stigma, and ways to reduce stigma surrounding substance use disorder through narrative persuasion. Based on participant interviews, community stakeholders hold negative perceptions of those with SUD based on personal and professional experiences but believe that positive personal narratives of SUD and recovery can reduce public stigma towards those who suffer from the disorder. / Master of Arts / Drug use, overdose, and addiction has skyrocketed in the past twenty years (Centers for Disease Control and Prevention, 2020). Negative stigma towards addiction, or otherwise known as substance use disorder (SUD), has risen since President Nixon declared the "war on drugs" in 1971 (National Public Radio, 2007). Negative public stigma of SUD creates barriers for treatment for those who are suffering, continuing to worsen the stigma surrounding SUD. To understand ways to reduce stigma surrounding SUD, this study will look at persuasive storytelling through transportation theory to better understand the power of stories and stories of recovery as a method to reduce stigma surrounding SUD among community members. In addition to examining narrative persuasion literature, 21 interviews from various community members in region 3 of Virginia were conducted. To further understand the content in the participant interviews, a thematic analysis was conducted to determine common themes and patterns surrounding substance use disorder, stigma, and ways to reduce stigma surrounding substance use disorder through persuasive storytelling. Based on participant interviews, community stakeholders hold negative perceptions of those with SUD through personal and professional experiences but believe that positive personal narratives of SUD and recovery can reduce public stigma towards those who suffer from the disorder.

Advances in speech recognition and voice synthesis software now allow "smart agents" (e.g., voice-controlled devices like Amazon's Alexa and Google Home) to interact naturally with humans. The machines have a skills repertoire with which they can "communicate" and form relationships with consumers – managing aspects of their daily lives and providing advice on various issues including purchases. This dissertation develops three essays that examine the role played by the smart agent's voice (rational vs. emotional) in such relationships. The social cognition and persuasion literature on interpersonal communication serves as a comparison backdrop. In Essay 1, I investigate how identical purchase recommendations delivered in a rational or an emotional voice elicit different consumer responses, when the voice is ascribed to a human versus a smart agent. I argue that consumers distinctively categorize smart agents and humans, which, in turn, leads them to have different expectations when interacting with them. In Essay 2, I focus on how a smart agent's vocal tone (rational vs. emotional) influences consumer compliance with the agent's recommendation as well as the role of trust as a mediator of the underlying process. I find that the level of intimacy in the relationship between the smart agent and the human user moderates whether the voice effect on persuasion operates through trust that is cognitively or affectively rooted. In Essay 3, I examine the proposition that consumers may anthropomorphize a smart agent both mindfully (consciously) and mindlessly (non-consciously), depending on the agent's voice. In addition to using extant measures of the degree to which anthropomorphism is explicit (conscious), I develop an auditory analog of the implicit association test (IAT) that assesses implicit (non-conscious) anthropomorphism. In additional experiments, I further assess the robustness of the auditory IAT test and demonstrated a dissociation between the measures of the explicit and implicit subconstructs of anthropomorphism. Taken together, these essays contribute to our understanding of the factors driving consumer relationships with smart agents in the rapidly evolving IoT world. / Doctor of Philosophy / Advances in artificial intelligence technologies are creating "smart devices," i.e., machines that can "understand" how people talk and respond meaningfully to such communication in their own voices. Thus, familiar voice-controlled devices like Amazon's Alexa and Google Home are now increasingly able to "communicate" and form relationships with consumers – managing aspects of their daily lives and providing advice on various issues including purchases. However, little is known about how a smart agent's vocal tones (rational vs. emotional) may influence how consumers perceive and relate to the smart agent. My primary goal in this research is to contribute to our understanding of the role played by the smart agent's voice (rational vs. emotional) in such relationships. Specifically, in Essay 1, I investigate how identical purchase recommendations delivered in a rational or an emotional voice elicit different consumer responses, when the voice is ascribed to a human versus a smart agent. I argue that consumers perceive smart agents and humans as belonging to distinct categories, which leads them to have different expectations when interacting with them. In Essay 2, I focus on how a smart agent's vocal tone (rational vs. emotional) influences consumer compliance with the agent's recommendation as well as the role of trust as a mediator of the underlying process. The level of intimacy in the relationship between the smart agent and the human user influences whether the voice effect on persuasion is driven by trust that is rooted in cognition (knowledge, competence) or affect (caring, warmth). In Essay 3, I examine whether consumers imbue humanlike qualities (anthropomorphize) a smart agent both mindfully (consciously) and mindlessly (non-consciously) based on the agent's voice. In addition to using available measures of conscious anthropomorphism, I develop an auditory analog of the implicit association test (IAT) to assesses implicit (non-conscious) anthropomorphism. In additional experiments, I assess the robustness of the auditory IAT test and the relationship between measures of mindful and mindless anthropomorphism. Taken together, the research reported in these three essays contributes to our understanding of the factors driving consumer relationships with smart agents in the rapidly evolving IoT (Internet of Things) world.

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This study examined portrayals of terrorists in several action films and their effects on participants' thoughts concerning the films and their characters. A 2 x 2 x 2 factorial experiment was used to test the effects of antagonist ethnicity (white or non-white), antagonist portrayal type (sympathetic or non-sympathetic), and mortality salience (treatment or control) on narrative transportation, attitude toward the antagonist, attitude toward the video, stereotype endorsement, and response time for attitude toward the antagonist. Gender differences were also investigated.Participants viewed one 15-minute clip from an action film that manipulated antagonist ethnicity and antagonist portrayal. Then, participants answered several questionnaires surrounding the previously mentioned dependent variables. White terrorists and sympathetic portrayals were preferred over non-white terrorists and non-sympathetic portrayals. Participants in the mortality salience control condition evaluated Arabs more favorably than those exposed to the mortality salience treatment. In addition, males rated antagonists more favorably than females, and males were also less likely to engage in stereotyping of Arabs and African Americans. Implications for theory and suggestions for future research were discussed. / Master of Arts

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