We conducted two experiments to explore how moderation, response rate, and message interactivity affected people's intent participate in a web-based online community. In our first experiment, 62 participants observed either moderated or an unmoderated community answered questions about their the The who viewed reported significantly higher than second 59 different which we manipulated both rate (in time) of posted comments each comment. derived manipulation from Rafaeli's (1988) definition...

Campaigns increasingly implement advergames to engage consumers with a brand through interactive, entertaining media content. However, little research tests the effects of specific features on desired advertising outcomes. This article reports results an experiment designed examine how variation in thematic connection between game associated advergame and affects relationship attitude toward (equated ad) brand. The analysis reveals stronger positive when participants play games high brand's...

Based on existing research social networking and information seeking, it was proposed that Facebook.com use could be conceptualized as serving two primary goals: passive browsing (i.e., newsfeeds) extractive searching friends' profiles). This study explored whether these categories adequately reflect Facebook they moderate physiological indicators of emotion. Thirty-six participants navigated while their on-screen activity responses associated with motivation emotion were recorded. Results...

The purpose of this study was to determine how children cognitively and emotionally process interactive marketing snack food products in advergames. Children (N = 30) aged 10 12 were asked play advergames with (a) avatars that assigned them, (b) chosen from a pool, (c) self-designed avatars. children's skin conductance levels collected during play. After gameplay, at each customization level, self-reported presence collected. results indicate game can affect both subjective feelings...

This article uses a limited-capacity information-processing perspective to investigate which structural features of computers elicit orienting responses in attentive computer users. The results three experiments test the ability plain text, boxed warnings, nonanimated banner advertisements, and animated advertisements cardiac-orienting A second question asks if user or control stimulus presentation alters behavior. final hypothesis predicts stimuli that will be better recognized than those...

The current study explored the motivations of online social network use among a sample general population in Taiwan (N=4,346). It investigated how seven different to Facebook predicted intensity and content-generation behaviors on Facebook. Results showed that motivation for posting viewing status updates was strongest predictor intensity, while view share photographs behavior site. are discussed terms expanding networking sites other new media.

The current study experimentally tested the effects of two types content commonly found in anti-tobacco television messages – focused on communicating a health threat about tobacco use (fear) and containing disgust related images how viewers processed these messages. In 2 × within-subjects experiment, participants watched ads that varied amount fear content. results this suggest both have significant resources allocated to encoding messages, recognition memory, emotional responses. Most...

The purpose of this study was to examine the effects social cues in self-presentations and congruence other-generated comments with self-presentation people's evaluations a profile owner. A 2 (level cues: high vs. low)×2 (congruent incongruent)×2 (order)×2 (multiple messages) mixed-subject experiment conducted 104 college students. results showed that owner perceived less socially attractive when were incongruent owner's self-presentation. No matter how people package themselves extravagant...

A within-subjects experiment explored how the number of online, hyperlinked stories available for individuals to choose from affects cognitive processing a selected story. Participants chose and read unpleasant online news Web page containing either 5 or 15 headline/photo hyperlinks. Heart rate data indicated more resources were allocated reading larger array This increased allocation also led accurate story recognition. Results this study provide insight into information interactive, as...

Purpose The playable ad is a new type of digital advertising that combines interactivity with gamification. Guided by psychological reactance theory, this study aims to explore the processes and effects ads on consumers’ perceived control product attitudes. Design/methodology/approach This paper conducted two experiments examine relationship between ads, attitude. also applied theory investigated whether triggered interactive features influenced toward them. Findings from show compared video...

This study develops the concept of brand interactivity based on characteristics and definitions applies it to advergames. Brand is significant in advertising research practice because this extends perspective from media brands. The results an experiment indicate that consumers have more positive attitudes toward a stronger purchase intentions when playing advergames with rather than without interactivity. As shows, role provides insights for scholars practitioners seeking ways improve...

Primary objective: To examine the convergent validity of three measures self-awareness and their correlation with employment status in 38 adults acquired brain injury.Research design: A cross-sectional study examining correlations between standardized outcome.Methods procedures: Self-awareness was assessed using Self-Awareness Deficits Interview (SADI), Self-Regulation Skills (SRSI) Awareness Questionnaire (AQ). Employment outcome classified a five-point work rating scale items from Sydney...

This paper explores psychology related to the moment that control is exercised during interactions with media. What difference in thoughtful and emotional engagement of viewers content presented between reacting media versus controlling its onset? Subjects viewed pictures on a computer as part 2 (control) × (picture type) 16 (repetitions) (order) within-subjects experiment (N = 22). In one condition, subjects controlled picture onset mouse. other onset. Heart rate skin conductance were...

This experiment explored how the emotional tone and visual complexity of direct-to-consumer (DTC) drug advertisements affect encoding storage specific risk benefit statements about each drugs in question. Results are interpreted under limited capacity model motivated mediated message processing framework. Findings suggest that DTC ads should be pleasantly toned high order to maximize information.

This experiment explores the effects of a role-playing videogame on participants’ attitudes toward Israelis and Palestinians. Participants ( N = 172) were randomly assigned to role either an Israeli or Palestinian leader in PeaceMaker, simulation Palestinian–Israeli conflict. Participants’ explicit implicit both groups assessed before after 20-minute gameplay experience. Results showed that changed stereotypes two national role-congruent fashion. play President Prime Minister negatively...

This article explores how different uses of visual metaphor affect cognitive resource allocation and memory for pictorial advertisements. Metaphor is ubiquitous in advertising, metaphors are often expressed entirely through imagery. Based on Phillips McQuarrie's seminal typology metaphor, we selected advertisements that featured either juxtaposition or fusion structures. We then conducted a within-subjects experiment which thirty-six participants viewed series ads. While viewing each ad,...

A mixed-design experiment was conducted to explore differences between searching and surfing on cognitive emotional responses online news. Ninety-two participants read three unpleasant news stories from a website. Half of the acquired their by searching, meaning they had previous information need in mind. The other half surfing, with no Heart rate, skin conductance, corrugator activation were collected as measures resource allocation, motivational activation, unpleasantness, respectively,...

This study explored how the proximity of threatening health news affects cognition and emotion through a 2 (Proximity: High/Low) × 4 (Topic) fractional experiment. Fifty-one participants read four stories about either local or distant threats, with their heart rate, skin conductance, corrugator electromyography recorded. Results showed that high-proximity threats elicited greater rate deceleration than did low-proximity indicating allocation automatic resources to encoding threats....

Abstract This experiment explored how the writing style of online news, defined as inverted pyramid versus narrative, affects cognitive processing accompanying video clips. Forty seven participants read 4 news stories and viewed Results suggested that reading may require allocation more resources to encoding a related clip. Recognition for story details was accurate in narrative than style. are discussed terms distinction between involved "getting there" "being during exposure news. Notes...