When and why vivid description is effective: The role of message involvement and utilitarian attitude

Yao, Fei-Si; Shao, Jin-Yu

doi:10.1007/s12144-019-00404-9

Cited by 5 publications

(2 citation statements)

References 63 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The leadership literature indicates that vividness is a key element of charismatic leaders, particularly for politicians (e.g., Deluga, 1997; Emrich et al , 2001). As a consequence of the insight that vivid communication has promising properties to alter attitude and perception of investors or consumers, applied management and marketing approaches have tried to elaborate how aspects of vivid communication affect consumer involvement (Yao and Shao, 2019), product attributes (Kronrod and Danziger, 2013), attitude towards entrepreneurs (Clarke et al , 2019) or the attitude towards e-commerce sites (Ahmad et al , 2020). The article presented here provides several theoretical advancements.…”

Section: Theoretical Contributionmentioning

confidence: 99%

“I have a dream” the vividness effect in international business communication

Brunzel

Oelsnitz

2021

CCIJ

View full text Add to dashboard Cite

PurposeThe so-called vividness effect, painting a verbal picture to an audience and a key element of charismatic rhetoric, provides opportunities to make corporate communication more persuasive. The article seeks to provide evidence regarding: (1) the presence of the effect in written, international business communication and (2) whether vivid communication by top-level executives affects perception of their communication effectiveness.Design/methodology/approachThe article employs a qualitative, exploratory setting (focus groups) to examine the attitude of participants towards vivid communication of top-executives. The article also employs a computer-aided-content-analysis (CATA) in two of the most important stock indices (Deutsche Aktienindex and Dow Jones) from 2011 to 2015 to locate the presence of the rhetorical style in annual reports. Lastly, the article studies via a quasi-experimental approach whether this type of communication is perceived differently on the dimensions of communication effectiveness by Segars and Kohut (2001) using unique 485 responses from recruited US-citizens.FindingsThe article reveals empirically that companies make use of this type of communication across stock indices. The results of the conformational, quasi-experimental study (Study 3) suggests that vividness is perceived differently by an audience. Therefore, positive attributional effects are not univocally related to communication effectiveness but to the dimensions responsibility and customer commitment. The participants also attribute other desirable characteristics towards the speaker, thereby providing evidence for a partial positive effect of vividness on communication effectiveness.Originality/valueThe article employs an established measure of communication effectiveness and combines it with a key communication style from academia and industry. In addition, the article combines several methods to examine the construct (mixed-models).

show abstract

Section: Theoretical Contributionmentioning

confidence: 99%

“I have a dream” the vividness effect in international business communication

Brunzel

Oelsnitz

2021

CCIJ

View full text Add to dashboard Cite

show abstract

“…When consumers make the same behavior, they may adopt different paths to process information because of different situations ( Bhattacherjee and Sanford, 2006 ). To understand this difference elaborately, scholars use the elaboration likelihood model (ELM) theory to illustrate how consumers’ attitudes and behavioral intention can be influenced or altered through two different information elaboration channels after being stimulated by external key factors ( Petty et al, 1981 ; Kang and Namkung, 2018 ; Yao and Shao, 2021 ). ELM has a rich empirical research tradition in social psychology and marketing ( Petty and Cacioppo, 1986 ; Lord et al, 1995 ) and is being applied to research in online shopping research ( Wang, 2014 ; Yang, 2015 ).…”

Section: Introductionmentioning

confidence: 99%

Understanding the formation mechanism of consumers’ behavioral intention on Double 11 shopping carnival: Integrating S-O-R and ELM theories

2022

View full text Add to dashboard Cite

Double 11 shopping carnival, celebrated by the most successful electronic-commerce (e-commerce) Chinese company, Alibaba, has always been the online shopping festival with the highest turnover and involves the largest number of consumers and enterprises in China. This study integrates the elaboration likelihood model (ELM) and stimulus-organism-response (S-O-R) theory to study the dual-processing path of information, which drives customers’ behavioral intention on Double 11. There are 454 valid samples of data are collected, and the research model is tested using the partial least squares method. Results show that in the Double 11 context, two different processing mechanisms affect consumers’ behavioral intention. Thereinto, consumers’ behavioral intention is more affected by the peripheral path than the central path. The affective experience affected by the information stimulus has a greater impact on the behavioral intention than cognitive experience. Furthermore, we find situational involvement have different moderating effects on the relationship between two experiences and behavioral intention.

show abstract