The power of feedback.

Статья посвящена вопросам влияния власти на поведение человека. Авторы рассматривают данные различных источников, в которых увеличение власти связывается с напористостью, а ее уменьшение - с подавленностью. Конкретно, власть ассоциируется с: а) позитивным аффектом; б) вниманием к вознаграждению и к свойствам других, удовлетворяющим личные цели; в) автоматической переработкой информации и резкими суждениями; г) расторможенным социальным поведением. Уменьшение власти, напротив, ассоциируется с: а) негативным аффектом; б) вниманием к угрозам и наказаниям, к интересам других и к тем характеристикам я, которые отвечают целям других; в) контролируемой переработкой информации и совещательным типом рассуждений; г) подавленным социальным поведением. Обсуждаются также последствия этих паттернов поведения, связанных с властью, и потенциальные модераторы.

Power, approach, and inhibition. Власть, напористость и подавленность

Convention: a philosophical study

Politeness: some universals in language usage

The Achievement Motive

Environmental communications often contain assertive commands, even though research in consumer behavior, psycholinguistics, and communications has repeatedly shown that gentler phrasing is more effective when seeking consumer compliance. This article shows that the persuasiveness of assertive language depends on the perceived importance of the issue at hand: Recipients respond better to pushy requests in domains that they view as important, but they need more suggestive appeals when they lack initial conviction. The authors examine this effect in three laboratory studies and one field experiment using Google AdWords. Their findings refer to various environmental contexts (i.e., economizing water, recycling plastic containers, reducing air and sea pollution). The key implication of these findings is that issue importance needs to be carefully assessed (or affected) before the language of effective environmental campaigns can be selected.

Go Green! Should Environmental Messages Be So Assertive?

Figurative language in advertising affects product attitudes positively across contexts. In contrast, the present research demonstrates that the use and effectiveness of figurative language in consumer-generated content is context specific, because of conversational norms unique to this form of communication. Study 1 shows that consumer reviews containing more figurative language lead to more favorable attitudes in hedonic, but not utilitarian, consumption contexts, and that conversational norms about figurative language govern this effect. Study 2 reveals that reading a review containing figurative language increases choice of hedonic over utilitarian options. Finally, via analysis of online consumer reviews and a lab experiment, studies 3 and 4 indicate that consumers use figurative language more when sharing experiences about hedonic than utilitarian consumption, and that review extremity influences figurative language use only in reviews of hedonic consumption. The studies highlight the critical role ...

https://www.jstor.org/stable/10.1086/671998

“Wii Will Rock You!” The Use and Effect of Figurative Language in Consumer Reviews of Hedonic and Utilitarian Consumption

In 6 experiments we test the Optimal Innovation Hypothesis, according to which an optimally innovative stimulus, such that induces a novel response while allowing for the recovery of a salient one (Giora, 1997b, 2003), would be rated as more pleasing than either a more or a less familiar stimulus. Experiment 1 shows that it is the stimulus that meets the requirements for optimal innovativeness that is most pleasurable. Reading times obtained in Experiment 2 support the assumption that the stimuli found most pleasurable involve processing a salient meaning. Experiment 3 corroborates the results of Experiment 1 and Experiment 2, showing that they also hold for identical (rather than different) stimuli. Experiment 4 controls for the possibility that the lengthy reading times found earlier might reflect lack of understanding. Experiment 5 shows that optimal innovation supersedes figurativity. Experiment 6 demonstrates that the Optimal Innovation Hypothesis applies to nonverbal stimuli as well.

Weapons of Mass Distraction: Optimal Innovation and Pleasure Ratings

This paper examines the persuasiveness of assertive language (as in Nike’s slogan “Just do it”) as compared to nonassertive language (as in Microsoft’s slogan “Where do you want to go today?”). Previous research implies that assertive language should reduce consumer compliance. Two experiments show that assertiveness is more effective in communications involving hedonic products, as well as hedonically advertised utilitarian products. This prediction builds on sociolinguistic research addressing relationships between mood, communication expectations, and compliance to requests. A third experiment reaffirms the role of linguistic expectations by showing that an unknown product advertised using assertive language is more likely to be perceived as hedonic.

/pdf/enjoy-hedonic-consumption-and-compliance-with-assertive-4bk5x6y84e.pdf

Enjoy! Hedonic Consumption and Compliance with Assertive Messages

Numerical information is an important feature in green advertising claims. In four experiments, the authors examine the extent to which numerical precision signals the competence of an advertised company. The results suggest that consumers who are low in advertising skepticism tend to perceive the advertised company as more competent when presented with precise numbers, which are considered more informative and scientific. Highly skeptical consumers are less likely to be affected by numerical precision. Furthermore, the moderation effect of advertising skepticism can be mitigated by consumer topic knowledge about the advertised environmental issue: Highly skeptical but less knowledgeable consumers are also susceptible to numerical precision.

Ann Kronrod

Papers

Go Green! Should Environmental Messages Be So Assertive?

“Wii Will Rock You!” The Use and Effect of Figurative Language in Consumer Reviews of Hedonic and Utilitarian Consumption

Weapons of Mass Distraction: Optimal Innovation and Pleasure Ratings

Enjoy! Hedonic Consumption and Compliance with Assertive Messages

IS THE DEVIL IN THE DETAILS? The Signaling Effect of Numerical Precision in Environmental Advertising Claims