Premium
Fit for persuasion: the effects of nonverbal delivery style, message framing, and gender on message effectiveness
Author(s) -
Jacks Julia Zuwerink,
Lancaster Lesia C.
Publication year - 2015
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/jasp.12288
Subject(s) - persuasion , psychology , framing (construction) , social psychology , nonverbal communication , style (visual arts) , framing effect , persuasive communication , developmental psychology , engineering , structural engineering , archaeology , history
This study examined two experimental variables, delivery style and message framing, that have yet to be examined together in the regulatory fit literature. College students (mean age = 30) watched a video message encouraging regular exercise delivered in an eager or vigilant nonverbal style and framed in terms of gain or loss. Results revealed significant fit effects involving gender, delivery style, and message framing. The eager message was perceived as more effective by men whereas the vigilant message was perceived as more effective by women. A message framing by delivery style fit effect also emerged for perceived message effectiveness. The implications and limitations of these findings are discussed.