Departmental Bulletin Paper 感情と多面的思考,認知欲求が動画広告の説得効果に及ぼす影響 : TV ショッピングの速い/遅い動画を用いて
Effects of Affect, Multi-Facet Thinking Style, and Need for Cognition on Persuasion by Movie Ad. : Testing by Using Rapid and Slow Movie

北村, 英哉

9pp.21 - 34 , 2018-03 , 関西大学大学院心理学研究科
In this study, I investigated the effects of affect and multi-facet thinking style (MFTS) on the processing of persuasive messages in ads. First, the MFTS scale was constructed and its validity was tested. When MFTS was high, participants did not rely on and attribute the cause of an event to powerful others. And under the hypothesis that negative mood would facilitate a deliberative thinking style and rejection of a groundless message, an experimental study using TV shopping movie was executed. The results showed that those with higher MFTS scores were especially rejecting of rapid, groundless movie ads, although affective influence on thinking style was not observed. The validity of an effective MFTS scale was confirmed and affective influences were discussed.

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