Building Castles in the Air: The Impact of Imagined Behaviour on Perceived Appeals in Advertising

Börjes, Anna Kristina (2017) Building Castles in the Air: The Impact of Imagined Behaviour on Perceived Appeals in Advertising.

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Abstract:Embodied persuasion is the influence of bodily processes on attitudes. In this study, two experi-ments were used to investigate the impact of imagined behaviour in the context of embodiment by comparing physical manipulation with imagined manipulation. In the first experiment, subjects were asked to hold a pen between their teeth (unconsciously smil-ing) or their lips (inhibiting smiling) to test the influence on funniness. To investigate the role of imag-ined behaviour, another group of participants had to imagine the described facial expressions. It was predicted that imagining the behaviour would result in higher ratings on funniness when smiling and lower ratings when not smiling, compared to physically conducting the behaviour. Data showed, that imagining the facial expression of smiling did not lead to more funniness, instead it led to more enter-tainment while watching a video. In the second experiment, the (imagined) temperature of a therapeutic pad that was hold by partic-ipants was manipulated, to measure the influence on interpersonal warmth. It was predicted, that imagining the behaviour would result in higher ratings on the scale of interpersonal warmth when experiencing warmth and lower ratings when experiencing coldness, compared to physically con-ducting the behaviour. Results showed that imagining the temperature had no effect on interpersonal warmth, but led to extremer values for perceived funniness and coziness. This is only valid for the (imagined) experience of coldness. Although the moderating role of imagination could not be supported for the hypothesized relations, this study could support the impact of imagination on other constructs.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/73082
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