No description available.

No description available.

Olu phando luza kuphendla ubugcisa bokusetyenziswa kwezicengo ekutshintsheni izimvo, iinkolo nokuziphatha kwabantu. Kuza kugxilwa kakhulu kwiinjongo noxinzelelo lwazo kuba zingunozala wezicengo. Kuza kugocwagocwa ‘Amaza’ kaQangule kwakunye no ‘UDike noCikizwa’ kaMmango. Apha kwezi ncwadi kuza kuhlutywa ukuba ulwimi olucengayo luyasetyenziswa ngabantu abantetho isisiXhosa, nokuba imingangatho eyinqobo (values), inkcubeko, nengqeqesho (socialization) zidlala indima enkulu kulwimi olucengayo. Isahluko sokuqala salo msebenzi siza kunika amagqabantshintshi ngolu phando. Esi sahluko siqulathe: Intshayelelo; Iingxaki zophando; Iinjongo zophando; Ukubaluleka kolu phando; Okusele kubhaliwe ngezicengo; Ingcaciso magama. Isahluko sesibini siqulathe iingcingane zolwimi olucengayo, abasunguli bazo, nemisebenzi yabo. Isahluko sesithathu siqwalasele ukusetyenziswa kwezicengo kwiincwadi ezichongiweyo. Isahluko sesine sijonge ubugcisa bokusetyenziswa kolwimi olucengayo kwizihlobo nakwiintsapho. Kwalapha, kujongwe nokusetyenziswa kolwimi oluchubekileyo ngamadoda nabafazi, igunya, umyalezo ocalanye kwakunye nokunikezela. Isahluko sesihlanu nesisesokugqibela – sishwankathela iziphumo zophando kukwanikwa neengcebiso.

Past consumer research on mood has focused mainly on the impact of pre-processing mood on attitude formation, cognitive process, or behaviour. The present study, however, opens a new research direction by investigating the impact of ad characteristics on pre-processing mood. In particular, this research develops a model by combining the mood management and mood disruption mechanisms to answer the following interrelated research questions: (1) How does a consumer's mood interact with an ad's characteristics? (2) What is the effect of this interaction on subsequent mood and ad evaluation? (3) When will the above effect on ad evaluation be more likely to occur? Before the main experiment was conducted, a scale was developed to measure the mood potency of an ad -- a construct developed to capture the dimensions of an ad in eliciting affective responses. Following a systematic psychometric scale-development procedure, a reliable and valid scale with eighteen items was obtained. A 2x2x2 between-subject factorial design was conducted to test the model. The treatments included pre-processing mood pleasure, pre-processing mood arousal, and mood potency of an ad. The experiment involved exposing groups of subjects to one ad after listening to one piece of music, then comparing ad evaluations by music condition. The ad's mood potency was manipulated to elicit either a positive or negative feeling. Music was employed to vary pleasure and arousal prior to ad processing. Altogether two ads and four pieces of music were used. For the dependent measure considered (i.e., ad evaluation), findings were in accordance with a mood management interpretation. It was found that a positive mood potency ad was preferred to a negative mood potency ad either in a good or bad mood condition. Moreover, this effect was more pronounced when the arousal level was high. Regarding predictions on change in pleasure/arousal due to an exposure of an ad, only the change in pleasure yielded marginal support for the mood disruption mechanism. The findings of this study not only contribute to our understanding of research on advertising context and affective responses but also have important implications for managerial decisions on ad placing, design, and copy testing. / Business, Sauder School of / Graduate

There is impressively consistent empirical support for the hypotheses that distraction and sensory deprivation increase responsiveness to persuasive inputs. The primary purpose of the two experiments reported here was to investigate whether distraction and sensory deprivation also increase the persuasive impact of attacks on cultural truisms, and the manner in which prior provision of counterarguments in the form of a refutational inoculation message interacts with these treatments. The effects of the independent variables were assessed by dependent measures of four theoretically distinct but related aspects of the attitude change process: comprehension, message belief acceptance, attitude change and cognitive reactions r— to the persuasive message. A total of one hundred subjects served in the two experiments. In the first experiment, the effects of three levels of distraction (no distraction, low effort distraction, high effort distraction) and of the presence or absence of refutational inoculation were examined. Contrary to previous research, distraction had no effect on any of the dependent measures; refutational inoculation, consistent with previous research, reduced message belief acceptance, increased pro-truism attitudes and increased counterarguments against the message. In the second experiment, the effects of three levels of sensory deprivation (0, 1 hour, 23 hours) and of the presence or absence of refutational inoculation were examined. Again contrary to previous research, sensory deprivation had no effect on any of the dependent measures; consistent with previous research, refutational inoculation reduced message belief acceptance, increased pro-truism attitudes and increased counterargument production. The implications of these results for competing explanations of distraction and sensory deprivation effects were discussed. The cognitive dissonance interpretation of the effects of distraction and the information need interpretation of the effects of sensory deprivation appear unable to account for the failure of these manipulations to increase persuasion. These findings are more in accord with the counterargument disruption interpretation. In addition, the counterarguing process appears to represent an important aspect of the general effects of the refutational inoculation message. Further research, using the same procedures of the present study, but a non-cultural truism as the attitude topic, is required to test the counterargument disruption interpretation more rigorously. / Arts, Faculty of / Psychology, Department of / Graduate

The process of persuasion has been written about and studied in abundance since the times of Plato and Aristotle. However, comparatively little research has been done on resistance to persuasion. In fact, to this day, only two series of systematic studies on resistance to persuasion have been reported. The present study will be a logical extension of that research. Early efforts to study resistance to persuasion focused on the effects of one-sided and two-sided communications. One-sided communications present arguments for a given point of view, without any mention of arguments for the opposing point of view or attempted refutation of them. Two-sided communications present arguments for a given point of view, then go on to enumerate and at least partially refute arguments for the opposing point of view (Insko, 1962).

No description available.

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.

No description available.