Haaland, G. A. and Venkatesan, M. (1968), “Resistance to Persuasive Communication: An Examination of the Distraction Hypothesis,” Diary out of Character and you can Societal Psychology, 9, 167-70.
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Authors
Peterson, R. A. and Kerin, R. A. (1977), “The Female Role in Advertisements: Some Experimental Evidence,” Record of Product sales, 41, 59-63.
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Regularity
So you’re able to ideal provide a theoretic context because of it study, a number of theories were used to one another formulate new hypotheses and you may explain the performance. The latest concepts picked commonly fighting, but rather are subservient whenever placed on this research city. The following hypotheses was basically examined:
A fresh lookup framework was applied to check on this new hypotheses. This new justification to have an experimental construction to analyze the consequences out of communicator sexiness into the ad possibilities is recommended by the Baker and you may Churchill (1977): (1) the fresh causal character off physical appearance has been well documented, (2) physical appearance is going to be manipulated without affecting internal or external authenticity, (3) affairs are analyzed, and you can (4) men and women are uninformed or commonly ready to know the latest determine one appearance spojrzeć na tej stronie internetowej have inside their responses (age.g., Miller and you can Rivenbark, 1970; Bryne, 1971), and an experiment lets the analysis manipulation regarding looks or sexiness getting disguised.
Figure 1 indicates that the overall group effect shown in the analysis of variance was due to a large impact on male receivers (t=6.25, p=.000) and no impact on the female receivers (t=-.70, p=.489) by the communicator. This difference between the male and female receivers illustrates the strong interaction effects indicated in the two-way analysis of variance. Because of this substantial difference, all further results are presented for each sex individually, rather than for the respondents as a whole.
General Comments. The results failed to completely support the hypotheses. The study of data displayed understood female sexiness to be an excellent determinant out of advertising capability getting men receivers not getting female receivers. So it deeper feeling regarding an attractive females communicator through to male receivers than just people receivers was not hypothesized however it is in line with most other training (Miller and you can Rivenbark, 1970; Berscheid ainsi que. al., 1971). The fact that sexiness did not have similar consequences for the females and you can male receivers age-intercourse and you may reverse-gender effects. Baker and you may Churchill (1977) examining the results out of bodily attractiveness inside the ads found the new communicators regarding opposite gender toward receivers were more effective than exact same gender communicators. Cohen and you can Saine (1977) have likewise stated that people function a whole lot more confident thoughts of women than of other men, and you will lady, consequently, mode even more confident impressions of men than they actually do out-of most other girls. Future lookup need address this dilemma that with a hot male communicator which have both female and male receivers.
Numerous scientists has actually compared distraction idea by the recommending one to in the event the convincing communications is to be energetic than just training need basic are present (Peterson and you can Peterson, 1959; McGuire, 1966; Haaland and you can Venkatesan, 1968). This type of researchers participate you to definitely distraction reduces reading and you can, for that reason, advertisement effectiveness was less having distraction. The outcomes of this latest research are not backed by the distraction theory’s opposition regarding the faster post capabilities on account of distraction; although not, the outcome would contain the opposition’s theory regarding smaller understanding. For men, the brand new keep in mind off advertising info (symbolizing discovering) is negatively coordinated to your aroused updates once the lady (who have been, apparently, not distracted) displayed no such as for example bad correlation.
Cohen, M. M. and Saine, T. J. (1977), “The Role of Profanity and Sex Variables in Interpersonal Impression Formation,” Journal off Applied Telecommunications Browse, 5, 45-51.