• Asia Marketing Journal
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• v.26 no.2
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• pp.77-89
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• 2024

This study investigated central and peripheral route factors to assess the impact of Google Advertisements on how these factors contribute to users' call-to-action (CTA) and electronic word-of-mouth (e-WOM) behaviors. We explored the persuasive effects of Google Advertisements on consumers by using a dataset of 483 valid empirical samples from Taiwan. We employed structural equation modeling (SEM) to examine the hypotheses. The empirical results of this study indicate that both peripheral (image appeal) and central (information completeness) routes positively lead to the persuasion effect. This finding confirms that the peripheral and central routes increase the persuasion effect. The empirical results indicate that the most effective pathway was image appeal to the persuasion effect and, ultimately, to call to action. Image appeal was also determined to be a secondary pathway that enhances the persuasion effect, ultimately leading to e-WOM. These findings have valuable implications for companies seeking to attract customers to purchase electronic products through the Google search engine. The novelty of our study is that it includes the peripheral route. Our study findings were derived from the symbolic value lens, rather than the central route based solely on the utilitarian and hedonistic value perspective.

• The Journal of the Korea Contents Association
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• v.14 no.5
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• pp.380-389
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• 2014

The purpose of this study is to examine sidedness effects of political Ad message and moderating roles of consumers' persuasion knowledge. To test these research hypotheses, this study conducted experimental designs. 125 undergraduate students were assigned to one of the two experimental groups. The data demonstrate that message types have a significant effect on both reliability toward Ad message and acceptance intention. In addition, consumers' persuasion knowledge plays a significant moderating role between the message types and the dependent variables. The results of this study suggest various implications by indicating political Ad message as an important factor which can enhance customers' positive responses but has been passed over by the previous research. We also indicated the limitations of this study, and suggested the future research directions.

• Journal of the Korean Home Economics Association
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• v.48 no.10
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• pp.121-132
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• 2010

This study was intended to identify the persuasion effects of online cosmetic advertising according to scarcity message type and product type. For the experiment, 4 stimuli were developed as experimental stimuli for the 2(scarcity message type: quantity scarcity message vs distinctiveness scarcity message) X 2(product type: hedonic product vs utilitarian product) factorial design. Participants were 160 students, and they allocated 40 students in each group. They responded a questionnaire. The results were as follows. First, distinctiveness scarcity message showed more effective than quantity scarcity message in advertising attitude, product attitude, brand attitude, and purchase intention. Second, hedonic product showed more effective than utilitarian product in advertising attitude, product attitude, brand attitude, advertising attention, click-through intention, and purchase intention. Third, there was interaction effect according to scarcity message type and product type on the aspect of advertising attitude, advertisement attention, and click-through intention.

• Journal of Global Scholars of Marketing Science
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• v.16 no.1
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• pp.93-116
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• 2006

The main purpose of this study is to examine whether power-of-speech have an impact on persuasion in radio CM and to determine what is stronger variable either power-of-speech or sex of source. Previous research showed confused result about this issue. Some research supposed the effect of power-of-speech depend on sex of source/Carli, 1990) but the others supposed it is not(Holtgraves & Lasky, 1999; Erickson, Lind, Johnson, & O'Barr, 1978). So present research is designed to show empirical evidence about this issue examining the interaction between effect of power-of-speech and sex of source. Result revealed that power-of-speech affects strongly on persuasion and that effect have no interaction with sex of source. This result means that the effect of power-of-speech is stronger than the effect of sex of source. But in attitude toward product exceptionally, female source using powerful speech induce more favorable attitude toward product than female source using powerless speech whereas male source using powerful and powerless speech induce same attitude toward product.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.11
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• pp.7494-7500
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• 2015

The purpose of this study is to investigate how the customer's attitudes and behavioral responses, depending on the persuasion tactics of salespeople in customer service and meeting point. The tactics of persuasion of customer acceptance and purchase depending on the type of salesperson with proven effectiveness of even comes out to investigate what results according to the purchase form and the customer that the customer consumes gender. Results First, the tactics of persuasion tactics of coercive tactics to mention the loss of a salesman showed that increasing the degree of acceptance than non-coercive tactics to help consumers buy the information provided above. Second, coercive tactics to adjust the effect with respect to the degree of acceptance of the purchase of helping consumers to purchase in the online form has been proven to be more effective than non-coercive tactics case. Third, adjusted for gender effects were proven to help women with respect to the degree of acceptance of a consumer purchases more effective than men. That is, in consumer contacts, the persuasion tactics of salespeople depending on the customer's acceptance and purchasing intention showed that coercive tactics has the more positive impact on online forms and women.

• Asia Marketing Journal
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• v.13 no.2
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• pp.71-97
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• 2011

Over the last twenty years, sponsorship has been used very widely as an important marketing tool that enhances corporate image. Since it has proven to be effective in creating positive perceptions of the company, many marketers have sponsored a variety of consumer-related activities. However, sponsorship has also been criticized as it can be related to ambush marketing and excessive commercialism which trigger negative consumer responses. Unlike the existing study on the sponsorship marketing, this study intends to investigate its negative effects. The study was conducted based on the persuasion knowledge model which was proposed by Fristed and Wright (1994) and investigated consumer responses to ulterior motive of sponsorship marketing. According to the persuasion knowledge model, consumers activate their persuasion knowledge to see the agent's commercial motive; there are several antecedents to the persuasion knowledge activation such as the source familiarity, the marketer's effort and the appropriateness of persuasion. Also, existing studies have pointed out the sponsor-event fit and the sponsor's integrity as crucial factors which influence consumer attitude. By taking a survey of people who watched the 2010 Guangzhou Asian Games, we tried to examine how the sponsor familiarity and the sponsor-event fit as pre-existing variables which have been formed based on the prior consumer knowledges/memories as well as the sponsor effort and the sponsor integrity as situational variables activated based on the specific persuasion episode influenced persuasion knowledge. We also tried to test the potential moderating role of sponsorship type (i.e., official sponsorship versus marketing focused) on the causal path from the persuasion knowledge and the consumer attitude from the perspective of the appropriateness of persuasion. The results show that the sponsor familiarity, the sponsor-event fit, and the marketer's effort have significant effects on the persuasion knowledge activation, and the sponsorship type has moderating role in the sponsorship effectiveness. The theoretical and practical implications of the results are discussed.

• Fashion & Textile Research Journal
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• v.12 no.6
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• pp.755-763
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• 2010

This study was intended to identify the persuasion effects according to social proof message type and product type in the context of online cosmetic advertising. For the experiment, 4 stimuli were developed as experimental stimuli for the 2(social proof message type: attitudinal social proof message, behavioral social proof message)${\times}$2(product type: hedonic product, utilitarian product) factorial design. A total of 160 questionnaires allocating forty students to each group were distributed. The results were as follows. First, behavioral social proof message showed more effective than attitudinal social proof message in advertisement attention, click-through intention and purchase intention. Second, utilitarian product showed more effective than hedonic product in advertisement attention, click-through intention and purchase intention. Third, there was interaction effect according to social proof message type and product type on the aspect of click-through intention.

• Korean Journal of Plant Resources
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• v.18 no.1
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• pp.154-160
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• 2005

To establish rapid micropropagation through organogenesis from apices-derived callus or direct adventitious shoot of three calla lily cultivars(Zantedeschia spp, cv. Sunlight, cv. Chiante, cv. Pink Persuation) were cultured on Murashige and Skoog medium supplemented with different plant growth regulators. The formation rate of callus, organogenesis and in viかo tuber production among the three cultivars were tested. Callus was obtained from cvs. Sunlight, Chiante and Pink Persuasion; the best cultivar was Sunlight. Sunlight induced $53.3\%$ callus and Chiante had the highest rate of $56.7\%$ direct shoot regeneration on medium with 2.0 mg/L BA. Regeneration frequencies ranged from 20 to $70\%$ on medium with 2.0-3.0 mg/L BA. The highest percentage of regeneration and the greatest number of shoots were obtained on medium containing 3.0 mg/L BA in three cultivars. Cytokinins induced multiple shoot formation; 1.0 mg/L of 2ip, 5.0 mg/L of BA, and 1.0 m/L of BA induced 16, 14 and 12 multiple shoots in cvs. Sunlight, Chiante and Pink Persuasion, respectivly. 1.0 mg/L of IAA enhanced root growth in cvs. Sunlight and Chiante while cv. Pink Persuasion exhibited enhanced root growth at 2.0 mg/L of IBA. NAA, however, induced no change in root growth. The addition of 90 g/L sucrose enhanced in vitro tuber formation and following tuber expansion in cv. Sunlight, while 70 g/L of sucrose was effective in cvs. Chiante and Pink Persuasion.

• Journal of Digital Convergence
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• v.18 no.8
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• pp.103-109
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• 2020

The aim of this research is to investigate the effect of how individuals monitor the time in their life on persuasion and the moderating role of goal orientation and types of persuasive message in the relationship between time monitoring and persuasion. By controlling participants' time horizon perspectives (THPs), an experiment using a 2 (THP: limited vs. expansive) × 3 (goal orientation: approach vs. avoidance vs. control) × 2 (message type: emotional vs. knowledge-related) between-subjects design was conducted.. Results showed that when participants with limited THP, those who oriented avoidance goals were more favorable to knowledge-related messages, whereas those who oriented approach goals preferred emotional messages. Participants with expansive THP were more persuaded by knowledge-related messages, regardless of pursuing goal types.

• The Journal of Information Systems
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• v.28 no.3
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• pp.83-104
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• 2019

Purpose Recently, Internet personal broadcasting has been widely spreaded as a new media type by replacing traditional legacy media such as TV. Considering this phenomenon, this study aims to explore the effect of Aristoteles' persuasion factors on Internet personal broadcasting from a rhetorical view. The reason why users watch the Internet personal broadcasting is that they are persuaded by creator's expertness, empathy, or content usefulness. These factors can be regarded as persuasion factors. Therefore, with Aristoteles' rhetorical persuasion factors composed of ethos, pathos, and logos, this paper tries to investigate how persuasion factors affect user's emotional\ attachment and voluntary donation intention. Design/methodology/approach This paper proposes a model of the relationships among three rhetorical factors, user's emotional attachment, and donation intention. Specifically, ethos is regarded as creator's expertness and trustworthiness, and pathos refers to creator's empathy and social interaction. Last, logos refers to content usefulness and credibility. For testing a hypothetical research model, this study collected 468 surveys and empirically tested hypotheses using a structural equation model. Findings This study investigated how rhetorical factors (ethos, pathos, and logos) and emotional attachment further influence user's donation intention. The findings suggest that rhetorical factors of ethos and pathos enhances emotional attachment, followed by donation intention. Contrary to an expectation, however, logos was not significantly related to emotional attachment. Creators of Internet personal media and MCN providers should focus on the different effects of rhetorical factors and pay attention to the role of emotional attachment to encourage user donation.