University of Twente Student Theses
Hidden ways to persuade : a study investigating whether the use of textual and visual subliminal priming organizational values in a recruitment video of Traffic Today could affect the recruitment attitude and intention to apply.
Gordinou de Gouberville, M.H. (2023) Hidden ways to persuade : a study investigating whether the use of textual and visual subliminal priming organizational values in a recruitment video of Traffic Today could affect the recruitment attitude and intention to apply.
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| Abstract: | This study aims to investigate to what extent the use of textual and visual subliminal primes of organizational values in a recruitment video of marketing agency Traffic Today could influence attitudes about the recruitment video and the intention to apply. A 2 (textual priming: present vs. absent) X 2 (visual priming: present vs. absent) between-subjects design was conducted. Also, it was analyzed whether having matching values with the company would have a moderating effect. The participants (N = 146) were randomly allocated to one out of four recruitment videos (textual primed organizational values, visual primed organizational values, both the primes or no primes). The analysis showed no effects of textual subliminal priming organizational values on recruitment attitude and intention to apply. Also, the implementation of visual subliminal primes of organizational values had no effect on both variables. The interaction of textual and visual subliminal priming was also ineffective. Lastly, the main effects were not moderated by having matching values. This research provides insights into using priming techniques in recruitment and offers perspective into how recruitment videos can lead to desired effects. Furtherly, recommendations for conducting further research into the field of subliminal priming within the recruitment process are provided. |
| Item Type: | Essay (Master) |
| Clients: | Traffic Today |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 70 social sciences in general |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/94780 |
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