Choosing persuasion targets: How expectations of qualitative change increase advocacy intentions

Bechler, Christopher J.; Tormala, Zakary L.; Rucker, Derek D.

doi:10.1016/j.jesp.2019.103911

Cited by 14 publications

(24 citation statements)

References 27 publications

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“…Notably, Bechler et al (2020) uncovered initial evidence for this prediction as well. In the aforementioned Biden study, Bechler et al found that although Biden supporters sent the pro-Biden message to individuals with slightly negative attitudes, those with slightly favorable attitudes were more impacted.…”

Section: Target Selection and Persuasive Impactmentioning

confidence: 83%

“…Bechler et al (2019) found that people perceived attitude change as larger and more impactful when attitudes shifted qualitatively (or categorically) from negative to positive, compared to when they shifted non-qualitatively (or non-categorically) from negative to less negative or positive to more positive. The same authors also found that this perception influences persuasion target selection (Bechler et al 2020). Because qualitative change seems greater than non-qualitative change, people are more likely to target others if those others seem poised to shift in attitude valence.…”

Section: Target Selection and Persuasive Impactmentioning

confidence: 85%

“…Because qualitative change seems greater than non-qualitative change, people are more likely to target others if those others seem poised to shift in attitude valence. For instance, Bechler et al (2020) found that strong supporters of Joe Biden's presidential candidacy were more likely to send a pro-Biden message to people who were slightly opposed rather than extremely opposed or slightly in favor, because they were drawn to the possibility of shifting targets in valence.…”

Section: Target Selection and Persuasive Impactmentioning

confidence: 99%

“…This hypothesis draws from research on categorical perception of attitudes (Bechler, Tormala, and Rucker 2019), message positioning effects in persuasion (e.g., Clark and Wegener 2013), and recent research that integrates the two (Bechler, Tormala, and Rucker 2020).…”

mentioning

confidence: 99%

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Misdirecting Persuasive Efforts during the COVID-19 Pandemic: The Targets People Choose May Not Be the Most Likely to Change

Bechler¹,

Tormala²

2021

Journal of the Association for Consumer Research

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Persuading people to engage in specific health behaviors is critical to prevent the spread of and mitigate the harm caused by COVID-19. Most of the research and practice around this issue focuses on developing effective message content. Importantly, though, persuasion is often critically dependent on choosing appropriate targets-that is, on selecting the best audience for one's message. Three experiments conducted during the COVID-19 pandemic explore this target selection process and demonstrate misalignment between who persuaders target and who will display the greatest attitude and behavior change. Although people prefer to send messages encouraging COVID-19 prevention behaviors to targets with slightly negative attitudes toward the behaviors in question, their messages can often have more impact when sent to targets whose attitudes are slightly favorable. Recent insights in categorical perception and message positioning effects in persuasion help explain this misalignment.

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Section: Target Selection and Persuasive Impactmentioning

confidence: 83%

Section: Target Selection and Persuasive Impactmentioning

confidence: 85%

Section: Target Selection and Persuasive Impactmentioning

confidence: 99%

mentioning

confidence: 99%

See 2 more Smart Citations

Misdirecting Persuasive Efforts during the COVID-19 Pandemic: The Targets People Choose May Not Be the Most Likely to Change

Bechler¹,

Tormala²

2021

Journal of the Association for Consumer Research

Self Cite

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“…How can dichotomy necessarily work in our best interests? Bechler et al (2020) conducted a study based on two questions: (a) how people try to convince their target audiences, and (b) how people choose the right person when voting? The authors examined patterns of influence with various persuasion techniques and how they affect decision making.…”

mentioning

confidence: 99%

School Psychology . . . For Those Who Are Not Faint of Heart

McMahan¹

2021

EyeOnPsiChi

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Listen to this: Why consumer behavior researchers should care about listening

Itzchakov,

Wheeler

2023

Consumer Psychology Review

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Consumers' decisions are intricately interwoven with their conversations. Whether it is an animated discussion with a trusted friend extolling the virtues of a newly acquired car (i.e., Word‐of‐Mouth), an engaging dialogue with a salesperson, or a clarifying call to a help center seeking guidance on a just‐purchased smartwatch, every exchange hinges on a pivotal factor: the quality of listening. Listening quality shapes perceptions, affects social influence, drives behavioral intentions, and, ultimately, determines purchase and post‐purchase outcomes. Yet, despite its importance to these consumer behavior outcomes, listening has received scant attention in consumer psychology. In this paper, we review the effects of listening on consumer behavior‐relevant outcomes and unpack the components of quality listening to reveal their independent mechanisms. We also point to new frontiers in listening research beyond the in‐person, dyadic interactions that have been the primary focus of listening research to date. By doing this, we elucidate how listening and consumer behavior are connected and encourage more research on listening in consumer psychology.

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Choosing persuasion targets: How expectations of qualitative change increase advocacy intentions

Cited by 14 publications

References 27 publications

Misdirecting Persuasive Efforts during the COVID-19 Pandemic: The Targets People Choose May Not Be the Most Likely to Change

Misdirecting Persuasive Efforts during the COVID-19 Pandemic: The Targets People Choose May Not Be the Most Likely to Change

School Psychology . . . For Those Who Are Not Faint of Heart

Listen to this: Why consumer behavior researchers should care about listening

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