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How can you persuade me online? The impact of goal-driven motivations on attention to online information. / Taylor, Sarah; Graff, Martin; Taylor, Rachel.

Yn: Computers in Human Behavior, Cyfrol 105, 106210, 01.04.2020.

Allbwn ymchwil: Cyfraniad at gyfnodolynErthygl

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@article{ea8d94efa4134cb1961227108ab96003,
title = "How can you persuade me online? The impact of goal-driven motivations on attention to online information",
abstract = "Individuals are increasingly using the internet to communicate online with many of their interactions being persuasive. Whilst there is some evidence to suggest that persuasion can occur online it is still unclear as to the underlying mechanisms driving this process. The current study aims to address this by examining individuals’ attention to, and motivations to process, online information. To achieve this, an information recall paradigm was adopted whereby an undergraduate student sample (n = 91) were asked to recall information which had been presented to them in pre-scripted personally-relevant scenarios. Results identified that peripheral (e.g. contextual) cues activated goal-driven motivations significantly increasing attention to message content (i.e. central information) when personal benefits were implied. Conversely, when personal costs were implied these effects were reversed and information processing significantly attenuated. These results serve to reinforce the notion that online information processing is motivated by goal-driven behaviour and are the first to identify how goals impact on information processing. The findings have implications for both organisations and individuals who use the internet for persuasive purposes (e.g. political campaigning) and are discussed in relation to the dominant theories of persuasion and how they can explain online persuasion.",
keywords = "Attention, Context, Cues, Goal-driven, Motivation to process, Online persuasion",
author = "Sarah Taylor and Martin Graff and Rachel Taylor",
year = "2020",
month = "4",
day = "1",
doi = "https://doi.org/10.1016/j.chb.2019.106210",
language = "English",
volume = "105",
journal = "Computers in Human Behaviour",
issn = "0747-5632",
publisher = "Elsevier",

}

RIS

TY - JOUR

T1 - How can you persuade me online? The impact of goal-driven motivations on attention to online information

AU - Taylor, Sarah

AU - Graff, Martin

AU - Taylor, Rachel

PY - 2020/4/1

Y1 - 2020/4/1

N2 - Individuals are increasingly using the internet to communicate online with many of their interactions being persuasive. Whilst there is some evidence to suggest that persuasion can occur online it is still unclear as to the underlying mechanisms driving this process. The current study aims to address this by examining individuals’ attention to, and motivations to process, online information. To achieve this, an information recall paradigm was adopted whereby an undergraduate student sample (n = 91) were asked to recall information which had been presented to them in pre-scripted personally-relevant scenarios. Results identified that peripheral (e.g. contextual) cues activated goal-driven motivations significantly increasing attention to message content (i.e. central information) when personal benefits were implied. Conversely, when personal costs were implied these effects were reversed and information processing significantly attenuated. These results serve to reinforce the notion that online information processing is motivated by goal-driven behaviour and are the first to identify how goals impact on information processing. The findings have implications for both organisations and individuals who use the internet for persuasive purposes (e.g. political campaigning) and are discussed in relation to the dominant theories of persuasion and how they can explain online persuasion.

AB - Individuals are increasingly using the internet to communicate online with many of their interactions being persuasive. Whilst there is some evidence to suggest that persuasion can occur online it is still unclear as to the underlying mechanisms driving this process. The current study aims to address this by examining individuals’ attention to, and motivations to process, online information. To achieve this, an information recall paradigm was adopted whereby an undergraduate student sample (n = 91) were asked to recall information which had been presented to them in pre-scripted personally-relevant scenarios. Results identified that peripheral (e.g. contextual) cues activated goal-driven motivations significantly increasing attention to message content (i.e. central information) when personal benefits were implied. Conversely, when personal costs were implied these effects were reversed and information processing significantly attenuated. These results serve to reinforce the notion that online information processing is motivated by goal-driven behaviour and are the first to identify how goals impact on information processing. The findings have implications for both organisations and individuals who use the internet for persuasive purposes (e.g. political campaigning) and are discussed in relation to the dominant theories of persuasion and how they can explain online persuasion.

KW - Attention

KW - Context

KW - Cues

KW - Goal-driven

KW - Motivation to process

KW - Online persuasion

U2 - https://doi.org/10.1016/j.chb.2019.106210

DO - https://doi.org/10.1016/j.chb.2019.106210

M3 - Article

VL - 105

JO - Computers in Human Behaviour

JF - Computers in Human Behaviour

SN - 0747-5632

M1 - 106210

ER -

ID: 3643313