Change Appeals: How Referencing Change Boosts Curiosity and Promotes Persuasion

Abstract

Does merely referencing that an object or entity has changed affect people’s attitudes and intentions toward it? This research investigates the possibility that change references spark curiosity and information seeking, which can have a positive or negative effect on people’s evaluations of a target stimulus, depending on the information environment. Seven experiments reveal that referencing that an object or entity has changed decreases perceptions of its longevity, but also sparks curiosity about it—a desire to learn more. This curiosity motivates people to seek information about the object or entity, which can enhance or depress their evaluations depending on whether that information search leads to favorable or unfavorable information. When further information is unavailable, change references appear to have a negative impact on people’s evaluations, consistent with well-established longevity biases. This research suggests that change references have an important and generalizable impact on persuasive outcomes and pinpoints the conditions surrounding and processes driving this effect.

Relevance insensitivity: A framework of psychological biases in consumer behavior and beyond

“…People tend to evaluate an object or a practice more positively when the object/practice has existed for a longer duration, even when duration is unrelated to quality (Eidelman et al, 2010;Kupor et al, 2021).…”

“…People tend to evaluate an object or a practice more positively when the object/practice has existed for a longer duration, even when duration is unrelated to quality (Eidelman et al, 2010; Kupor et al, 2021). For example, in one study by Eidelman et al (2010), participants viewed a relatively unknown painting and judged its aesthetics.…”

Undermining Your Case to Enhance Your Impact: A Framework for Understanding the Effects of Acts of Receptiveness in Persuasion

“…This curiosity, in turn, could raise involvement and deepen message processing. Indeed, recent research suggests that curiosity stimulates information seeking and message processing in persuasion contexts, which can amplify the impact of a persuasive message (Kupor et al, in press; Kupor & Tormala, 2015). Although past research is clear in suggesting that feelings of involvement and consequent information processing help drive at least some acts of receptiveness in persuasion, a complete articulation of the reasons why (e.g., surprise, curiosity, or another intermediate mechanism) awaits further research.…”

Can Films Impact Sexism in STEM? Examining this Possibility with the Popular Documentary “Picture a Scientist”

“…These analyses replicated past work 53,54,55 , which has found that film engagement and awareness of bias encouraged participants to learn more about issues surrounding unfair treatment and biases. Moreover, as mentioned in the introduction, engaging with new information can further influence attitudes and beliefs 56,57 and behaviours 58,59,60 . Thus, in secondary analyses, we examined whether seeking out additional information after "Picture a Scientist" would lead to further positive actions and a stronger awareness of gender bias.…”

“…Moreover, a film that forces viewers to reflect on their personal biases may also motivate them to find resources to help address their bias 54,55 . Critically, acquiring new information about a topic ultimately shapes people's attitudes and beliefs 56,57 and changes behaviours 58,59,60 . Thus, engaging with entertaining media has the potential to encourage viewers to continue acquiring new information and learning about bias and mistreatment.…”