Influence of gender and marital status on susceptibility of persuasion strategies in advertisement
Keywords:
persuasive strategies, advertising response to persuasion, STPS.
Abstract
The study has two main objectives: to find out what is the susceptibility of individuals to the persuasion strategies of Cialdini 's persuasive power according to gender and to determine some characteristics of users with different marital status in social influence. Cialdini's (2001-2021) persuasion strategies (principles), as well as Keptein's STPS (2009), were applied to measure the susceptibility to persuasion of individuals of both genders with different marital status. The results of an analysis of variance (ANOVA), measuring the influence of gender, showed that on the criterion of susceptibility to persuasion, males were more influenced by the following strategies: liking, reciprocity, authority, and social proof relative to females with the exception of the principle of commitment and consistency, and individuals who are divorced, separated and widowed responded positively to strategies such as social proof, scarcity and authority. Through regression analysis, social influence was found for unmarried users with respect to the reciprocity principle, as well as authority and scarcity when combining the latter strategies. Individuals who are cohabiting or married, as well as divorced, separated, and widowed, gave positive advertising responses to the scarcity principle, but cohabiting and married consumers exhibiting commitment and consistency under the influence of advertising. Hence, this study can serve organizations offering products and services through advertising, and its originality lies in the findings of mixed consumer responses regarding gender and marital status.
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References
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Payan, J. M., & McFarland, R. G. (2005). Decomposing Influence Strategies: Argument Structure and Dependence as Determinants of the Effectiveness of Influence Strategies in Gaining Channel Member Compliance. Journal of Marketing, 69(3), 66–79.
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Vanfossen, B. E. (1981). Sex differences in the mental health effects of spouse support and equity. Journal of Health and Social Behavior, 130–143. DOI: 10.2307/2136289
Williams, N. (1988). Role making among married Mexican American women: Issues of class and ethnicity. The Journal of Applied Behavioral Science, 24(2), 203–217.
Zhu, F., & Zhang, X. M. (2010). Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics. Journal of Marketing, 74(2), 133–14
Arbeláez-Campillo, D. F., Villasmil Espinoza, J. J., & Rojas-Bahamón, M. J. (2021). Inteligencia artificial y condición humana: ¿Entidades contrapuestas o fuerzas complementarias? . Revista De Ciencias Sociales, 27(2), 502-513. https://doi.org/10.31876/rcs.v27i2.35937
Baber, K. M., & Tucker, C. J. (2006). Sex Role, 54, 459-467. DOI 10.1007/s11199-006-9018.
Brock, T. C. (1968). Implications of Commodity Theory for Value Change. In Greenwald, A. G., Brock, T. C., & Ostrom, T. M., editors, Psychological Foundations of Attitudes, pages 243–275. New York: Academic Press.
Brug, J., Oenema, A., & Campbell, M. (2003). Past, present, and future of computer-tailored nutrition education. American Journal of Clinical Nutrition, 77, 1028–1034. DOI: 10.1093/ajcn/77.4.1028S
Cialdini, R. (2001). Influence, Science and Practice. Allyn & Bacon, Boston. https://www.influenceatwork.com/wp-content/uploads/2012/02/Influence_SP.pdf
Cialdini, R. (2004). The science of persuasion. Scientific American Mind, 284, 76–84.
Cialdini, R.B. (2016). Pre-suasion. A revolutionary way to influence and persuade. New York: Simon and Schuster.
Cialdini, R.B. (2021), Influence, New and Expanded: The Psychology of Persuasion, New York: Harper Business.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Lawrence Erlbaum
DeVellis, R. (2012). Scale development: Theory and application. (3rd ed.) SAGE Publications https://www.scirp.org/(S(351jmbntvnsjt1aadkposzje))/reference/referencespapers.aspx? referenceid=1954253
Eisend, M. (2008) Explaining the Impact of Scarcity Appeals in Advertising, The Mediating Role of Perceptions of Susceptibility. Journal of Advertising, 37(3), 33–40.
Festinger, L. (1957). A theory of cognitive dissonance, Evanston. IL: Row, Peterson
Fogg, B. J., & Eckles, D. (2007). Mobile Persuasion: 20 Perspectives on the Future of Behavior Change. In Fogg, B. J. and Eckles, D., editors, Mobile Persuasion, pages 1–166. Stanford Captology Media.
Fogg, B. J. (2009). Creating Persuasive Technologies: An Eight-Step Design Process. Technology. https://doi.org/10.1145/1541948.1542005
Ganeva, Z. (2016). Let's reinvent statistics with IBM SPSS Statistics, Elestra, ISBN 978-619- 7292-01-5.
Gerber, B. S., Stolley, M. R., Thompson, A. L., Sharp, L. K., & Fitzgibbon, M. L. (2009). Mobile phone text messaging to promote healthy behaviors and weight loss maintenance: a feasibility study. Health Informatics Journal, 15(1), 17–25.
Glenn, N. D. (1975). The contribution of marriage to the psychological well-being of males and females. Journal of Marriage and the Family, 594–600. DOI: 10.2307/350523
Glenn, N. D. (1975). The contribution of marriage to the psychological well-being of males and females. Journal of Marriage and the Family, 594–600. DOI: 10.2307/350523
Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels. Journal of Consumer Research, 35(3), 472–482.
Hazen, T. J., Weinstein, E., & Park, A. (2003). Towards robust person recognition on handheld devices using face and speaker identification technologies. Proceedings of the 5th international conference on Multimodal interfaces ICMI 03, page 289.
Kaptein, M. C., & Eckles, D. (2010а). Selecting Effective Means to Any End: Futures and Ethics of Persuasion Profiling. In Ploug, T., Hasle, P., Spring, Berlin/ Heidelberg, pp. 82-93.
Kaptein, M. C., & van Halteren, A. (2012a). Adaptive Persuasive Messaging to Increase Service Retention. Journal of Personal and Ubiquitous Computing, IN PRESS.
Kaptein, M. C., Markopoulos, P., Ruyter, B., & Aarts, E. (2010b). Two acts of social intelligence: the effects of mimicry and social praise on the evaluation of an artificial agent. AI & SOCIETY, 26(3), 261–273. DOI 10.1007/s00146-010-0304-4
Kaptein, M., Aarts, E., Ruyter, B., & Markopoulos, P. (2009). Persuasion in ambient intelligence. Journal of Ambient Intelligence and Humanized Computing 1, 43 –56.
Kellermann, K., & Cole, T. (1994). Classifying Compliance Gaining Mes- sages: Taxonomic Disorder and Strategic Confusion. Communication The- ory, 4(1), 3–60.
Kim, M., Vogt, C. A., & Knutson, B. J. (2015). Relationships among customer satisfaction, delight, and loyalty in the hospitality industry. Journal of Hospitality & Tourism Research, 39(2), 170–197.
Knowles, E. S., & Linn, J. A. (2004). Resistance and Persuasion, Lawrence Erlbaum Associates. New Jersey London: Publishers Mahwah,
Komorita, S. S., Hilty, J. A., & Parks, C. D. (1991). Reciprocity and Cooperation in Social Dilemmas, Journal of Conflict Resolution, 35(3), 494–518.
McFarland, R. G., Challagalla, G. N., & Shervani, T. (2006). Influence Tactics for Effective Adaptive Selling. Journal of Marketing, 70(4), 103–117.
Moe, W. W., & Fader, P. S. (2004). Dynamic Conversion Behavior at E- Commerce Sites. Management Science, 50(3), 326–335.
Mookherjee, D., & Png, I. P. L. (1995). Corruptible law enforcers: How should they be compensated? The Economic Journal, 105(428), 145–159.
Nguyen, T., & Homolka, L. (2021). Marital Status and Satisfaction of Online Shoppers in the Beauty and Cosmetic Sector in Vietnam, Journal of Asian Finance, Economics and Business, 8(2), 1005–1015.
Noar, S. M., Benac, C. N., & Harris, M. S. (2007). Does tailoring matter? Meta-analytic review of tailored print health behavior change interventions. Psychological Bulletin, 133(4), 673–693.
Oyewole, P. (2001). Social costs of environmental justice associated with the practice of green marketing. Journal of Business Ethics, 29(3), 239–251.
Oyewole, P., Sankaran, M., & Choudhury, P. (2008). Information communication technology and the marketing of airline services in Malaysia: A survey of market participants in the airline industry. Services Marketing Quarterly, 29(4), 85–103.
Payan, J. M., & McFarland, R. G. (2005). Decomposing Influence Strategies: Argument Structure and Dependence as Determinants of the Effectiveness of Influence Strategies in Gaining Channel Member Compliance. Journal of Marketing, 69(3), 66–79.
Penedo, F. J., Schneiderman, N., Dahn, J. R., & Gonzalez, J. S. (2004). Physical activity interventions in the elderly: cancer and comorbidity. Cancer Investigation, 22(1), 51–67.
Perloff, R. M. (2003). The Dynamics of Persuasion: Communication and Attitudes in the 21st Century. Routledge. ISBN 9780367185794
Peterson, R. A., & Wilson, W. R. (1992). Measuring customer satisfaction: fact and artifact. Journal of the Academy of Marketing Science, 20(1), 61–71.
Petty, R. E., & Wegener, D. T. (1999). The elaboration likelihood model: Current status and controversies. In Chaiken, S. and Trope, Y., editors, Dual-process theories in social psychology, page 4172. Guilford Press, New York.
Radloff, L. (1975). Sex differences in depression. Sex Roles, 1(3), 249–265. DOI: 10.1007/BF00287373
Rhoads, K. (2007). How Many Influence, Persuasion, Compliance Tactics & Strategies Are There? http://www.workingpsychology.com/numbertactics.html.
Ribeiro, C., Mehrotra, G., Vey, G., Alhothali, A., & Dimarco, C. (2011). Improving Health Care with a Virtual Human Sleep Coach Technical Report CS-2011-10.
Ringle, C. M., Sarstedt, M., & Zimmermann, L. (2011). Customer satisfaction with commercial airlines: The role of perceived safety and purpose of travel. Journal of Marketing Theory and Practice, 19(4), 459–472.
Spasova, L. (2022). Impact of Gender and Age on Susceptibility to Persuasion Principles in Advertisement, Economics & Sociology, 15(3), 89-107.
Vanfossen, B. E. (1981). Sex differences in the mental health effects of spouse support and equity. Journal of Health and Social Behavior, 130–143. DOI: 10.2307/2136289
Williams, N. (1988). Role making among married Mexican American women: Issues of class and ethnicity. The Journal of Applied Behavioral Science, 24(2), 203–217.
Zhu, F., & Zhang, X. M. (2010). Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics. Journal of Marketing, 74(2), 133–14
Published
2023-06-30
How to Cite
Spasova, L. (2023). Influence of gender and marital status on susceptibility of persuasion strategies in advertisement. Amazonia Investiga, 12(65), 307-316. https://doi.org/10.34069/AI/2023.65.05.29
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