Skip to main content
SpringerLink
Log in

Understanding How Message Receivers’ Communication Goals are Applied in Online Persuasion

  • Conference paper
Persuasive Technology (PERSUASIVE 2015)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 9072))

Included in the following conference series:

Abstract

Prior research demonstrated that message receivers’ primary and secondary communication goals are important predictors of their evaluation of online persuasive messages. The present study was undertaken to illuminate the process by which these communication goals are applied in response to received messages. The findings demonstrate that communication goals are applied immediately upon viewing even a simple message directory listing containing subject, sender, and date information. Once activated, communication goals significantly predict intention to comply with a message request, although predictiveness increases substantially when the complete message is read. Further analysis suggests that message receivers’ communication goals can offer rich explanations of the cognitive processes that are used to evaluate online persuasive messages.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 39.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Wilson, E.V., Lu, Y.: Communication Goals and Online Persuasion: An Empirical Examination. Comput. Hum. Behav. 24(6), 2554–2577 (2008)

    Article  Google Scholar 

  2. Austin, J.T., Vancouver, J.B.: Goal Constructs in Psychology: Structure, Process, and Content. Psychol. Bull. 120(3), 338–375 (1996)

    Article  Google Scholar 

  3. Ryan, T.A.: Intentional Behavior. Ronald Press, New York (1970)

    Google Scholar 

  4. Hacker, W.: On some fundamentals of action regulation. In: Ginsberg, G.P., Brenner, M., von Cranach, M. (eds.) Seeking Compliance, pp. 63–84. Academic Press, London (1985)

    Google Scholar 

  5. Dillard, J.P.: A Goal-driven Model of Interpersonal Influence. In: Dillard, J.P. (ed.) Seeking Compliance: The Production of Interpersonal Influence Messages, pp. 41–56. Gorsuch Scarisbrick, Scottsdale (1990)

    Google Scholar 

  6. Dillard, J.P., Segrin, C., Harden, J.M.: Primary and Secondary Goals in the Production of Interpersonal Influence Messages. Commun. Monogr. 56(1), 19–38 (1989)

    Article  Google Scholar 

  7. Wilson, E.V.: Persuasive Effects of System Features in Computer-mediated Communication. J. Org. Comp. Elect. Com. 15(2), 161–184 (2005)

    Google Scholar 

  8. Wilson, E.V., Zigurs, I.: Interpersonal Influence Goals and Computer-mediated Communication. J. Org. Comp. Elect. Com. 11(1), 59–76 (2001)

    Google Scholar 

  9. Zaichkowsky, J.L.: The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising. J. Advertising 23(4), 59–70 (1994)

    Article  Google Scholar 

  10. Warshaw, P.R., Davis, F.D.: Disentangling Behavioral Intention and Behavioral Expectation. J. Experimental Soc. Psychol. 21(3), 213–228 (1985)

    Article  Google Scholar 

  11. Cialdini, R.B.: Influence: Science and practice. Allyn & Bacon, Boston (2001)

    Google Scholar 

  12. Wilson, E.V., Lankton, N.K.: Some Unfortunate Consequences of Non-randomized, Grouped-item Survey Administration in IS Research. In: Proceedings of the 2012 International Conference on Information Systems, Orlando, FL (2012)

    Google Scholar 

  13. Chin, W.W.: The Partial Least Squares Approach to Structural Equation Modeling. In: Marcoulides, G.A. (ed.) Modern Methods for Business Research, pp. 1295–1336. Lawrence Erlbaum Associates, Mahwah (1998)

    Google Scholar 

  14. Kock, N.: WarpPLS 4.0 User Manual, ScriptWarp Systems, Laredo, TX (2013)

    Google Scholar 

  15. Kock, N.: WarpPLS (2014), http://www.scriptwarp.com/warppls/

  16. Schrader, D.C., Dillard, J.P.: Goal structures and interpersonal influence. Commun. Stud. 49(4), 276–293 (1998)

    Article  Google Scholar 

  17. Darnon, C., Harackiewicz, J.M., Butera, F., Mugny, G., Quiamzade, A.: Performance-approach and Performance-avoidance Goals: When Uncertainty Makes a Difference. Pers. Soc. Psychol. B 33(6), 813–827 (2007)

    Article  Google Scholar 

  18. Bourgeois, L.J.: Strategic Goals, Perceived Uncertainty, and Economic Performance in Volatile Environments. Acad. Manage. J 28(3), 548–573 (1985)

    Article  Google Scholar 

  19. Andersson, M., Fredriksson, M., Berndt, A.: Open or Delete: Decision-makers’ Attitudes Towards E-mail Marketing Messages. Adv. Soc. Sci. Res. J. 1(3), 133–144 (2014)

    Google Scholar 

  20. West, P., Wilson, E.V.: A simulation of strategic decision making in situational stereotype conditions for entrepreneurial companies. Simulat. Gaming 26(3), 307–327 (1995)

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Worcester Polytechnic Institute, 100 Institute Road, Worcester, MA, USA

    E. Vance Wilson

Authors
  1. E. Vance Wilson
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to E. Vance Wilson .

Editor information

Editors and Affiliations

  1. IIT Institute of Design, Chicago, USA

    Thomas MacTavish

  2. IIT Institute of Design, Chicago, USA

    Santosh Basapur

Rights and permissions

Reprints and permissions

Copyright information

© 2015 Springer International Publishing Switzerland

About this paper

Cite this paper

Wilson, E.V. (2015). Understanding How Message Receivers’ Communication Goals are Applied in Online Persuasion. In: MacTavish, T., Basapur, S. (eds) Persuasive Technology. PERSUASIVE 2015. Lecture Notes in Computer Science(), vol 9072. Springer, Cham. https://doi.org/10.1007/978-3-319-20306-5_4

Download citation

  • DOI: https://doi.org/10.1007/978-3-319-20306-5_4

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-20305-8

  • Online ISBN: 978-3-319-20306-5

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation