Expectation of quantity-based message unavailability and message involvement on message effects

Authors
Foo Zi Min, Ng Yan Xiang, Teh Zi Tao, Yeo Wenbin

Supervisor
Asst Prof Sonny Ben Rosenthal

Year
2017

Abstract

Scarcity and its effects on consumers has proven to be a subject of fascination for researchers in the field of consumer studies. However, extant literature remains silent on how certain forms of scarcity affect specific message effects and outcomes such as persuasion. This is especially true when it comes to quantity-based message unavailability, where messages can only be accessed a limited number of times. The rise of social media platforms promoting limited access messages is a timely call for research in this dimension to allow marketers and advertisers to formulate effective message strategies. Adopting the commodity theory and the heuristic-systematic model of persuasion, this study examines quantity-based message unavailability and its influence on message effects such as persuasion, as well as the information processing routes prioritized. In addition, we propose message involvement as a moderating factor for the above mentioned relationships. In our experiment, subjects were exposed to a message with varying expectations of quantity-based message unavailability. After the message was shown, a survey was administered to determine message effects such as message credibility, thought favorability, message recall, and persuasion. The study found no significant relationship between quantity-based message unavailability and message effects. The study also found no significant relationship between quantity-based message unavailability and the prioritization of systematic processing. Finally, the study found no significant moderating effects of message involvement.

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http://hdl.handle.net/10356/69881

The effects of happy and sad emojis on liking of message sender in the context of positive and negative messages

Authors
Lee Si Hui Ng Lay, Ling (Huang Lilin), Ngaw Lydia, Peh Jin Chang

Supervisor
Asst Prof Sonny Ben Rosenthal

Year
2017

Abstract

The present study investigates the interaction between emojis and verbal messages in affecting liking of a message sender in computer-mediated communication (CMC). Through a pilot study and main study, we developed an emotion-based taxonomy of 68 emojis and then examined the effects of emoji and verbal message valence on liking of the message sender. A 2 (Positive/Negative Verbal Message) × 3 (Happy/Sad/Absent Emoji) pretest-posttest experiment was conducted among university students (N = 320) in Singapore, where participants rated a hypothetical message sender based on a simulated WhatsApp message. Overall, we find that aligned with prior research on emoticons, message senders who use emojis are more liked. In accordance with the verbal-nonverbal consistency principle, we also find a greater liking for message senders who have consistent emotional cues in their messages. In addition, interpretations of messages with inconsistent cues are discussed and possible avenues for future research are proposed.

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http://hdl.handle.net/10356/69893

Promoting mobile payment adoption : emphases of security and convenience via gain and loss frames

Authors
Chen Ruobing, Chia Pei Shin, Febriliani, Theresia Marten

Supervisor
Asst Prof Sonny Ben Rosenthal

Year
2017

Abstract

This study seeks to understand the specific message content and frames that best promote adoption of really new innovations in financial technology such as mobile payment. It examines how emphasizing security and convenience values of mobile payment in advertising messages influences adoption intention. This study also investigates how the perception of convenience-security trade-off may lead to variations in advertising effectiveness. Furthermore, this study examines how the presentation of gain-framed and loss-framed advertising messages to audiences in different stages of change may influence the advertising outcome. A 3 (no emphasis vs loss-framed convenience emphasis vs gainframed convenience emphasis) × 3 (no emphasis vs loss-framed security emphasis vs gainframed security emphasis) between-subject factorial design was devised to analyse the variables in this study. Participants (N = 340) were assigned to each of the nine treatment groups. Despite not finding any significant influence of message emphases and frames on perceived security, perceived convenience, relative advantage, and adoption intention, this study found that there was a one-sided trade-off effect between convenience and security emphasis in advertisement message.

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http://hdl.handle.net/10356/69841

Why do people laugh at sexist humor? An investigation of the factors influencing perception of sexist humor

Authors
A Preethi Devi, Siew Sok Lin Agatha, Lim Xin Yi Joni, Quek Ming Jie

Supervisor
Asst Prof Sonny Ben Rosenthal

Year
2017

Abstract

This study explores the contradiction between individually-held beliefs and reactions to sexist humor. The foundational basis of the study includes the benign violation theory, which posits that a joke is considered humorous when there is a violation of expectations that the receiver interprets as being benign, and the normative window theory of prejudice, which posits that social groups are placed on a scale based on how justified it is for individuals to discriminate and be prejudiced against them. This study investigates the effect of the following variables posited to influence perceived benignity: social context, hypothetical distance, feminism, and gender. An experiment was conducted in an online setting using memes as a medium for humor. The research findings support the hypothesis that the lower the level of feminism within individuals, the funnier individuals will rate the sexist humor, and that when the victim of the sexist humor is a female, males perceived the sexist humor to be funnier as opposed to females. Contrary to predictions, it was also observed that individuals found sexist humor to be funnier when shown in a formal social context rather than an informal social context as well as when under the condition of low hypothetical distance rather than high hypothetical distance. With these findings, we discuss and form an understanding as to why individuals might laugh at sexist humor, while identifying as non-sexists.

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http://hdl.handle.net/10356/69848