Cservék Judit – Hlédik Erika (2023): Információfeldolgozás folyamatának szerepe speciális, komplex döntéshozatali folyamat meggyőző kommunikációja során
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Cservék Judit – Hlédik Erika (2023): Információfeldolgozás folyamatának szerepe speciális, komplex döntéshozatali folyamat meggyőző kommunikációja során. In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023 pp. 42–42.
Authors
- Judit, Cservék. Eötvös Lóránd Tudományegyetem.
- Erika, Hlédik. Eötvös Lóránd Tudományegyetem.
Abstract
The role of the information processing process in persuasive communication
The aim of our research is to investigate the factors influencing the activation of information processing pathways through a video advertisement for a specific product. Based on the theory of the more rational, conscious central and the more emotional, heuristic in other words peripheral processing pathways distinguished by the Advertising Response Model, we would expect the activation of the central pathway for individuals with stronger cognitive attitudes, and the activation of the peripheral pathway for more emotional personalities. In contrast, based on the results of our quantitative study of 226 participants, when we examined the impact of a video advertisement for the product PractiKid, which is used to assess the abilities of young children, we found a dominance of the central pathway even for respondents with higher emotional levels. These results, contrary to expectations, may be due to, among other things, the specific nature of the product included in the study and the presence of additional factors influencing the activation of the processing pathway, which will warrant further research in the near future. However, going beyond previous Hungarian publications, the methodology used in our article provides an opportunity to ground empirical research on processing pathways.
central-route peripheral-route ARM model Mehta Need for Cognition Need for Affect
Language
hungarian
Details of publishing collection
Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023