Involvement Effects Involvement Effects on Persuasionon Persuasion

Brandon KoppBrandon Kopp

First Year Talk – June 9th, First Year Talk – June 9th, 20052005

Johnson & Eagly (1989):Johnson & Eagly (1989):2 Types of Involvement2 Types of Involvement

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W

Low High

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itud

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Low High

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W

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itud

eOutcome Relevance

Value Relevance

• 20 Studies

• Senior Comprehensive Exams

• Consumer Products

• 15 Studies

• Use of Contraceptives

• Draft Deferments for Vietnam

Petty and Cacioppo (1990):Petty and Cacioppo (1990):Involvement by Any Name…Involvement by Any Name…

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W

Low High

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Low High

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Att

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eSelf-relevance increases processing in an objective manner.

• Outcome Relevance

• Value Relevance

• Group Relevance

Self-relevance increases processing but various factors confounded with the value-relevance studies leads to negatively bias processing.

• Already Considered Attitude

• Higher Attitude Consistent Knowledge

Purpose of This StudyPurpose of This Study

Address Petty and Cacioppo’s (1990) Address Petty and Cacioppo’s (1990) criticisms of Johnson and Eagly’s criticisms of Johnson and Eagly’s (1989) meta-analysis.(1989) meta-analysis. Use a novel topicUse a novel topic Manipulate value/outcome-relevanceManipulate value/outcome-relevance

Compare the two models of Compare the two models of involvement effects on persuasion.involvement effects on persuasion.

Method - DesignMethod - Design

3 (3 (Type of InvolvementType of Involvement: Value or : Value or Outcome or No)Outcome or No)

XX

2 (2 (Argument StrengthArgument Strength: Strong or : Strong or Weak)Weak)

Cover StoryCover Story

Evaluating the effectiveness of news Evaluating the effectiveness of news filtering softwarefiltering software

Personality Questionnaires Personality Questionnaires Personality Profile Personality Profile Filters Out Filters Out Stories That Are of Little Interest to Stories That Are of Little Interest to ReadersReaders

““Personality Personality Questionnaire” & Questionnaire” &

FeedbackFeedback Need for Cognition ScaleNeed for Cognition Scale Need to Evaluate ScaleNeed to Evaluate Scale Self-Monitoring ScaleSelf-Monitoring Scale Value/Outcome Ranking QuestionnaireValue/Outcome Ranking Questionnaire

ValuesValues

HelpfulHelpful LovingnessLovingness

ResponsibilitResponsibilityy

Family Family SecuritySecurity

HonestyHonesty ImaginativeImaginative

HappinessHappiness ForgivenessForgiveness

CleanClean FreedomFreedom

LogicalLogical National National SecuritySecurity

OutcomesOutcomes

Getting Good GradesGetting Good Grades EmploymentEmployment

FameFame Establishing Establishing FriendshipsFriendships

Acquiring WealthAcquiring Wealth LoveLove

Serving OthersServing Others Getting MarriedGetting Married

GraduatingGraduating Getting a Good Getting a Good EducationEducation

Meeting New PeopleMeeting New People Being FitBeing Fit

Please Wait………………………………………………………………………….

Thank you for completing this portion of the personality questionnaire. Please wait while the computer calculates your score.

The score you received on this scale was used to make determinations about your personality. We would now like you to review your score and the computer generated statement describing your personality.

Adaptability ScaleAdaptability Scale

Your Score: 39

What does your score say about you?:

While you have some information processing weaknesses, you are generally able to compensate for them.

Rigid Flexible

ContinueContinue

ManipulationManipulation• Using the personality profile you have created the Using the personality profile you have created the

computer has randomly selected an article from our computer has randomly selected an article from our database. Based on your earlier responses the news database. Based on your earlier responses the news story selected will be story selected will be highly relevanthighly relevant to your to your values/desired outcomesvalues/desired outcomes.. That is, the computer That is, the computer predicts that the story predicts that the story will connectwill connect with the with the values/desired outcomesvalues/desired outcomes that are most important that are most important to you.to you.

• Using the personality profile you have created the Using the personality profile you have created the computer has randomly selected an article from our computer has randomly selected an article from our database. Based on your earlier responses the news database. Based on your earlier responses the news story selected will story selected will not be applicable to you in any not be applicable to you in any wayway. This is because you are serving in a “control . This is because you are serving in a “control group” for this study, so the story willgroup” for this study, so the story will not connect not connect to your personal information.to your personal information.

Attitude ObjectAttitude Object

University Service ProgramsUniversity Service Programs Additional general education requirement Additional general education requirement 9 hours of service benefiting the university 9 hours of service benefiting the university

per week for one quarter/semester. per week for one quarter/semester. Work study jobsWork study jobs

Argument PresentationArgument Presentation Brief articleBrief article Including five strong or weak argumentsIncluding five strong or weak arguments

Strong ArgumentsStrong Arguments The monetary savings for the university can be The monetary savings for the university can be

directed toward lowering tuition costs.directed toward lowering tuition costs. Many employers look for people with skills in Many employers look for people with skills in

teamwork and communication; skills which are learned teamwork and communication; skills which are learned while participating in a university service program.while participating in a university service program.

Weak ArgumentsWeak Arguments The monetary savings for the university can be The monetary savings for the university can be

directed toward faculty and staff pay raises.directed toward faculty and staff pay raises. With students performing university services, there With students performing university services, there

will be a great deal more money with which to plant will be a great deal more money with which to plant exotic plants on campus. exotic plants on campus.

1

1.5

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2.5

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3.5

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4.5

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High ValueRelevance

High OutcomeRelevance

Control

Value Relevance

F(2,59)=2.30, p = 0.094

Outcome Relevance

Personal Relevance

Issue Importance

1

1.5

2

2.5

3

3.5

4

4.5

5

High ValueRelevance

High OutcomeRelevance

Control

F(2,59)=2.30, p > 0.10

Manipulation ChecksManipulation Checks

1

1.5

2

2.5

3

3.5

4

4.5

5

High ValueRelevance

High OutcomeRelevance

Control

F(2,59)=1.061, p > 0.10

1

1.5

2

2.5

3

3.5

4

4.5

5

High ValueRelevance

High OutcomeRelevance

Control

F(2,59)=0.15, p > 0.10

Results – 3 (Relevance) X 2 Results – 3 (Relevance) X 2 (Argument Quality). Main (Argument Quality). Main

effect for AQ.effect for AQ.

Strong Weak-3

-2

-1

0

1

2

3

Attitud

e In

dex

F(1,56) = 9.02, p < 0.005

DiscussionDiscussion

Strong arguments were more Strong arguments were more persuasive than weak argumentspersuasive than weak arguments

Relevance manipulation did not Relevance manipulation did not workwork

It appears participants aren’t paying It appears participants aren’t paying attentionattention 50% of participants couldn’t recognize 50% of participants couldn’t recognize

the manipulation 10 minutes after they the manipulation 10 minutes after they received itreceived it

Future DirectionsFuture Directions

Add consistent/inconsistent Add consistent/inconsistent conditions to show conditions to show positively/negatively biased positively/negatively biased processingprocessing

Try different attitude objectsTry different attitude objects Senior Comprehensive Exams?Senior Comprehensive Exams? Consumer products?Consumer products?

Special ThanksSpecial Thanks

Rich PettyRich Petty Jamie BardenJamie Barden Ken DeMarreeKen DeMarree Mike McCaslinMike McCaslin Derek RuckerDerek Rucker Michelle SeeMichelle See

Joe RobertsJoe Roberts Tiffany HardyTiffany Hardy

Thank YouThank You

Questions?Questions?

Comments?Comments?