The primary objective of this study was to apply the Elaboration Likelihood Model of persuasive communication to consumers' perceptions of food additive labelling. The model was used to explain how consumer information processing influences consumers' decision-making and consequent purchasing behaviour with regard to food products that contain food additives. To date, few studies have explained consumers' perceptions, viewpoints and understanding of additive labelling, or of their related purchasing behaviour. However, the increased marketing of processed foods containing additives and the concern expressed by consumers regarding the risks of additives call for the development of a theoretical basis for research into these issues. There is currently a lack of such data in South Africa. This study was conducted from a phenomenological qualitative approach with a descriptive exploratory nature. Eight focus group sessions with 39 food additive label readers were held in the Vanderbijlpark-Vereeniging area. A content analysis of the focus group discussions resulted in the categorising of concepts, and 33 subtle underlying themes were identified. The main findings of the study were that the participants' general perceptions suggested that food additives can be defined as unnatural chemical substances that are added to food and that hold some benefits and/or risks to the consumer. The participants' use of food additive information was influenced by the situational factors associated with each individual participant. Moreover, the participants were more aware of tartrazine, MSG and aspartame than of any other food additive. Participants were also confronted with various blocking mechanisms when searching for and selecting food products containing additives. These included a lack of standardisation of terminology, illegible ingredient listing, a lack of food control and regulation, information overload, incomprehensible information, manufacturers' dishonesty, time constraints and incorrect, untrustworthy, insufficient information. On the other hand, participants used various coping or risk-reducing strategies to reduce their concerns. In order to interpret the results, the Elaboration Likelihood Model of persuasive communication was adapted and applied to food additive labels. The adapted model illustrates how the consumers' perceptions of additive labels and their search for additional information influence their purchasing behaviour to varying extents. It is recommended that more attention be given to consumer education with regard to additive-related terminology used on food labels and that the results be put to use in the current revision of labelling regulations. Marketers and retailers could use the information to better understand the behaviour of consumers who read food additive labels. The value of this study was to show that consumers' prior perceptions of food additives are an important determinant of their purchasing behaviour, / Thesis (Ph.D. (Consumer Science))--North-West University, Potchefstroom Campus, 2008.

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Orientador: Roberta Cunha Matheus Rodrigues / Tese (doutorado) - Universidade Estadual de Campinas, Faculdade de Ciências Médicas. / Made available in DSpace on 2018-08-21T02:54:08Z (GMT). No. of bitstreams: 1 Mendez_RobertoDellaRosa_D.pdf: 2184644 bytes, checksum: e6d010e46d506b5233f057f622eec884 (MD5) Previous issue date: 2012 / Resumo: O objetivo deste estudo foi examinar o efeito de intervenção motivacional baseada em teoria (Programa Caminhar) para promover o comportamento de caminhada entre pacientes com doença arterial coronária (DAC), por meio do fortalecimento dos determinantes psicossociais do comportamento, especificamente a atitude e o controle comportamental percebido. Um total de 84 pacientes foram randomizados nos grupos Intervenção (GI; n=44) e Controle (GC; n=40). Trata-se de estudo experimental, randomizado, realizado em três etapas. Na abordagem inicial (T0) foram obtidas as variáveis sociodemográficas, clínicas, comportamentais - medida autorrelatada da frequência de caminhada (derivada do Questionário para identificação dos fatores psicossociais determinantes do comportamento de atividade física em coronariopatas - QCAF), medida da capacidade física limitada por sintomas (Veterans Specific Activity Questionnaire - VSAQ) e a medida objetiva do comportamento de realizar a caminhada, estimada pelo número de passos (pedômetro). Foram também avaliadas as variáveis psicossociais - intenção, atitude, controle comportamental percebido e autoeficácia. Uma semana após a abordagem inicial (T1s), os pacientes do GI retornaram para as sessões de intervenção. A prática guiada e a comunicação persuasiva foram os métodos derivados de teorias utilizados para fortalecer a atitude e o controle comportamental percebido, respectivamente. O reforço da estratégia persuasiva entre os participantes do GI ocorreu pelo envio semanal de mensagens pelo correio. Os participantes do GC receberam os cuidados usuais oferecidos pelo serviço de saúde. Após dois meses (T2) foram obtidas novas medidas das variáveis comportamentais e psicossociais, em ambos os grupos. Os dados foram analisados por meio de análises descritivas e de comparação. Análises de regressão foram realizadas para verificar o efeito da intervenção no comportamento e na intenção. O tamanho do efeito (effect size) foi calculado para estimar a magnitude do efeito da intervenção. Os resultados evidenciaram aumento significativo do comportamento autorrelatado de caminhada no GI, comparado ao GC (d=0,89). A intervenção explicou 36,4% da variabilidade desta medida, embora não tenha explicado as mudanças na capacidade física autorrelatada, na medida objetiva do comportamento e nas variáveis psicossociais. A intervenção baseada na combinação dos métodos de comunicação persuasiva e prática guiada foi efetiva para promover o comportamento de caminhada entre pacientes com DAC. Recomenda-se a realização de novos estudos com períodos mais longos de seguimento e emprego de medida ouro para avaliação objetiva da atividade física com vistas a ratificar o efeito da intervenção na promoção de estilo de vida ativo / Abstract: This aimed of this study was to examine the effect of motivational intervention based on the theory (Walking Program) to promote walking behavior among patients with coronary heart disease (CAD), through the strengthening of psychosocial determinants of behavior, specifically the attitude and behavioral control perceived. A total of 84 patients were randomized into intervention groups (GI, n = 44) and control (CG, n = 40). This is a randomized experimental study with three stages. In the initial (T0) were obtained sociodemographic, clinical, behavioral - as self-reported frequency of walking (derived from the questionnaire to identify the psychosocial determinants of physical activity behavior in coronary patients - QCAF), measurement of physical capacity limited by symptoms (Veterans Specific Activity Questionnaire - VSAQ) and objective measure of behavior to make the walk, estimated by the number of steps (pedometer). We also assessed the psychosocial variables - intention, attitude, perceived behavioral control and self-efficacy. One week after the initial approach (T1s), the patients returned to the GI intervention sessions. The guided practice and persuasive communication methods were derived from theories used to strengthen the attitude and perceived behavioral control, respectively. Strengthening the persuasive strategy among the participants of GI occurred by persuasive messages sent weekly by mail. Participants in the CG received usual care offered by the health service. After two months (T2) were obtained new measures of behavioral and psychosocial variables in both groups. The data form analyzed using descriptive analysis and comparison. Regression analyzes were performed to determine the effect of the intervention on behavior and intention. The size effect (effect size) was calculated to estimate the magnitude of the effect of the intervention. The results showed significant increase in self-reported walking behavior in the IG compared to CG (d = 0.89). The intervention explained 36.4% of the variability of this measure, although it failed to explain the changes in physical self-reported, the objective measurement of behavior and psychosocial variables. The intervention based on a combination of methods of persuasive communication and guided practice was effective in promoting walking behavior among patients with CAD. It is recommended that further studies with longer periods of follow-up and use of gold as an objective assessment of physical activity to ratify the effect of intervention in promoting active lifestyles / Doutorado / Enfermagem e Trabalho / Doutor em Enfermagem

L’objectif de cette thèse est d’explorer les effets persuasifs de la formulation des communications de santé et les processus psychologiques qui les sous-tendent sur l’intention de suivre une recommandation de santé. Ainsi, nous nous proposons d’expliquer les raisons de l’influence persuasive de la présentation d’un individu modèle dans des campagnes de promotion de la santé. Nous avons mené 9 études expérimentales (1221 participants au total) dont les résultats mettent en exergue des schémas d’explication de l’impact de l’exposition à un individu modèle en tant que stratégie sociale de motivation. Nos données défendent la thèse selon laquelle les individus modèles positifs ou négatifs activent une orientation motivationnelle respectivement en promotion ou en prévention, qui fait varier l’effet du cadrage d’un message de santé : un modèle est plus motivant lorsqu’il est cohérent avec l’orientation motivationnelle cadrée dans un message. Un Autrui positif engendre une hausse de l’intention des individus à suivre une recommandation de santé dès lors qu’elle est préconisée avec un message cadré en promotion, se focalisant sur l’accomplissement. A contrario, un Autrui négatif engendre une hausse de l’intention des individus lorsque le comportement cible est recommandé avec un message cadré en prévention, se focalisant sur la protection. Nous définissons ce phénomène cohérence motivationnelle par individu modèle, et nous expliquons ses effets à l’aide de deux modèles causaux. Le premier modèle démontre que l’effet de la cohérence motivationnelle sur l’intention de suivre une recommandation de prévention (i.e. adopter une alimentation équilibrée) est médiatisé par les dimensions d’efficacité et d’auto-efficacité comportementale. Le deuxième modèle, expliquant l’effet de la cohérence motivationnelle sur l’intention de suivre une recommandation de dépistage (i.e. faire le test de dépistage du cholestérol), démontre que cet effet est médiatisé par les dimensions d’auto-efficacité comportementale et d’auto-efficacité de la gestion des conséquences. En se positionnant dans le cadre des recherches sur l’influence sociale et la persuasion, cette thèse apporte des réflexions théoriques concernant le rôle de l’exposition à un Autrui en tant que force motivationnelle, et ainsi la régulation sociale du fonctionnement cognitif amenant les personnes à s’engager dans des comportements d’amélioration de la santé. / The goal of the present research is to explore the persuasive effect of the framing of health communications on the intention to follow the promoted recommendation, and to understand the psychological processes underlying such effects. More precisely, we aim to explain the persuasive effect of presenting a role model in health-promotional campaigns. We carried out 9 experimental studies (for a total of 1221 participants), which led to an explanatory model of the impact of exposure to role models as a social source of motivation. Our findings show that positive or negative role models temporarily prime the individuals’ regulatory focus on respectively promotion or prevention, altering the effects of message framing: a role model is more motivating when it fits the regulatory framing of the message. A positive role model, which primes a promotion focus, increases individuals’ intention to engage in health behaviours when these are recommended by a promotion-framed message focusing on accomplishment. Correspondingly, a negative model, which primes a prevention focus, motivates individuals when the health behaviours are recommended in a prevention-framed message focusing on safety. We name this phenomenon regulatory fit by vicarious experience, and we explain its effects by validating two causal models. We show that the effect of regulatory fit by vicarious experience on the intention to engage in a preventive behaviour (i.e. a healthy diet) is mediated by the perceived response-efficacy and behavioural self-efficacy (first causal model). On the other hand, its effect on the intention to engage in a detection behaviour (i.e. a cholesterol screening) is mediated by the perceived behavioural self-efficacy and coping self-efficacy (second causal model). Rooted in the field of social influence and persuasion, the present research offers theoretical and innovative insights into the role of exposure to a role model as a motivational force, as well as the social regulation of the cognitive processes leading individuals to engage in health behaviours.

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This study explored the influence of trait anxiety on information processing in persuasive situations, and investigated cognitive load as a mediator of this relationship. The research presented was based off DeBono and McDermott's (1994) framework for exploring trait anxiety and persuasion. The theoretical lens used to explore information processing, the elaboration likelihood model (Petty & Cacioppo, 1986) posits that motivation and ability are necessary components to elaborate on a message. However, very little research has addressed ability variables like trait anxiety. I predicted that students high in trait anxiety would be persuaded by the attractiveness of the source (peripherally) whereas students low in trait anxiety would be persuaded by the strength of the arguments presented (centrally). Undergraduate students were asked to view a picture of a policy presenter and listen to a recording of the student's proposed policy statement. After listening to the recording participants wrote down their thoughts during the presentation and were tested on their ability to recall the arguments presented. They then completed a few scale items assessing their attitudes toward the policy as well as questions to maintain the cover story. Findings showed no difference in processing between low and high trait anxious individuals. However, there was a significant effect of anxiety on attitudes. Additionally, cognitive load was not found to be a mediator of the relationship between anxiety and attitudes.

This study explores the dynamics of persuasive communication within the context of the r/AmItheAsshole subreddit, a platform that serves as a space for individuals to share real-life conflicts, inviting impartial judgments from the Reddit community, so-called flairs. Grounded in Communication Accommodation Theory and existing research on persuasion, the study explores the impact of language attributes on persuasive outcomes, using hypothesis testing to determine significant differences between the different flairs and two broader binary categories of blame. The research aims to investigate the impact of several language attributes on persuasion and the role of language style alignment between the communicator and the recipient in shaping persuasive outcomes. Only the attribute sentiment exhibited a visual difference between the flairs, which was significant for most flairs but non-significant for the combined categories. This complexity regarding the flair categories suggests that sentiment affects persuasion but warrants further investigation in future studies. Regarding the language style similarity, a visual difference was observed only for the difference in the attribute lexical diversity, and significant results were obtained for all tested combinations. Contrary to Communication Accommodation Theory expectations, the study found that similarity in language style, specifically lexical diversity, negatively influences outcomes, raising questions for future exploration. The study provides nuanced insights into the interplay of language attributes and persuasive success in online contexts and takes an initial step toward investigating Communication Accommodation Theory in persuasion.

Šiuolaikiniame pasaulyje pastebimas socialinių problemų augimas, daugiausia sietinas su mokslo, technologijos pažanga. Vienas iš būdų kovoti su jomis — inicijuoti socialinę reklamą. Socialinė reklama skirta ne tik informuoti apie egzistuojančias opias problemas, bet ir įtikinti adresatą keisti netinkamus elgesio, nuostatų modelius tiek dėl jo paties, tiek dėl visos visuomenės gerovės. Taigi šio pobūdžio reklamoms itin svarbu būti įtikinančioms. Socialinių reklamų įtikinamumui įtakos gali turėti įvairūs veiksniai. Vieni tokių — šaltinio veiksniai. Šiame magistro baigiamajame darbe šaltiniu laikomas socialinės reklamos iniciatorius. Kiekvienam šaltiniui būdingi tam tikri bruožai, galintys prisidėti prie įtikinimo proceso sėkmės. Paprastai skiriamos trys šaltiniui būdingos savybės — autoritetas, įtikimumas, socialinis patrauklumas. Šiame magistro baigiamajame darbe be jau minėtų šaltinio veiksnių įvedamas dar vienas — kilmės šalis. Tokiu būdu siekiama ištirti, ar šaltinio kilmės šalis turi įtakos socialinių reklamų įtikinamumui. Siekiant kuo geriau tai atskleisti pirmiausia analizuojama socialinės reklamos, įtikino komunikacijos specifika, išskiriami ir nagrinėjami šaltinio veiksniai, galintys turėti įtakos socialinių reklamų įtikinamumui, analizuojami atlikto eksperimento, skirto išnagrinėti šaltinio kilmės šalies galimą įtaką socialinių reklamų įtikinamumui, metu gauti duomenys, pateikiamos jų interpretacijos. / To begin with, the age of technology has caused a lot of social problems. Initiating social advertisements can be one of the methods to solve them. The aim of social advertising is not only to inform about existing social problems but also to persuade the audience to change their attitudes, behavior. In order to achieve this aim social advertisements have to be persuasive. There are various aspects that can increase persuasiveness of social advertising. One of those aspects is source factors. A source is the initiator of social advertising. Every source has particular characteristics. There are three main source factors — authority, credibility and social attractiveness. All of them can influence persuasiveness of social advertising. Nevertheless, not only the above mentioned source factors can influence persuasiveness of social advertising. Source origins can also be one of the source factors which increase or decrease persuasiveness of social advertising. So the main aim of the paperwork is to analyze if the origins of the source can influence persuasiveness of social advertising. First of all, in order to discover this, there were particularities of social advertising, persuasive communication, and source factors analyzed in this paperwork. Secondly, there were also the analysis and interpretations of the experiment which aim was to reveal if source origins can influence persuasiveness of social advertising presented in this paperwork.

This Master's thesis focuses on elements and manifestations of propaganda in selected films from the James Bond film series. The first part defines the scope of term "propaganda" from the point of view of communication and media studies. It also describes various authors' perspectives on different types and ways of propagandist persuasive message spread and how it can be revealed using discourse analysis. The thesis reflects especially the pragmatic approach of authors Jowett and O'Donnell and is compared to other cardinal approaches. The theoretical part also puts propaganda into context of time, i. e. the Cold War, and it mentions specific cases of its impact. The thesis deals with James Bond films as such, in particular with their narrative and its mythological and stereotypization constituent. James Bond films are examined, in the practical part, using content analysis. The aim is to detect described pro-eastern propaganda elements, analyse their manifestation and answer the research questions.

This study concerns political communication in general, and right-wing populist PR in particular. Research shows that the role of mass media in liberal democracies has changed as a result of emerging social- and alternative media. Political parties no longer need news media to spread their agenda, which proves an opportunity for right-wing populist parties to reach a broader audience. This study aims to determine how The Sweden Democrats, as Sweden’s largest right-wing populist party, communicate through the use of PR-activities. Building on existing work on the content of populist communication, this study aims to show not only what the party communicate but also how they communicate. The ambition is to enable a discussion on the possible effects of right-wing populist communication in liberal democracy.   Based on Habermas’ theory of the public sphere, a critical discourse analysis was carried out on two of the Sweden Democrat’s PR-activities. Analysis on the examples demonstrates use of a populist discourse as well as the use of manipulative persuasive strategies. The results indicate that right-wing populist communication have a negative effect on democracy. The Sweden Democrats utilize discontent and fear as a foundation for totalitarian reasoning, through a use of strategy that neglects the value of democracy. Based on the results the public sphere is recommended as a normative vision for political debate. Further research is needed on how right-wing populist parties communicate in Sweden and internationally, as well as how the use of strategic communication can be transformed to better serve democratic politics.