| Autor: |
Bayliss, Lauren C., McCarthy, Alexandra, Woodard, Kendall, Ivory, James D., Dennis, Lauren, Patel, Himalaya, MacDorman, Karl |
| Předmět: |
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| Zdroj: |
Conference Papers -- International Communication Association; 2012 Annual Meeting, p1-10, 10p |
| Abstrakt: |
Video streaming sites and services make video clips an accessible tool for persuasive online campaigns. However, their effectiveness may be influenced by technical flaws in their presentation. The literature on social responses to formal elements of media is divided on whether these flaws reduce or enhance the effectiveness of persuasive messages by affecting how they are processed cognitively. In a hypothetical medical scenario, the present experiment manipulated jerkiness, a common technical flaw in online video, to examine its effect on responses to a persuasive video message featuring an ethicist. When the video clip had either subtly jerky or obviously jerky motion, participants' scores for a measure of compliance with the ethicist were higher than when the clip had no jerky motion. Jerkiness also altered heart rate, albeit inconsistently, suggesting attentional effects. Though counterintuitive, these findings indicate that jerky motion, a technical flaw, enhances the effectiveness of some persuasive messages. Further research is needed to determine when, how, and why this occurs. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Supplemental Index |
| Externí odkaz: |
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