Warning of persuading attempts and ambiguity within advertising contexts in Mexico
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Abstract
A common reaction people have when they are trying to be convinced of something is resistance, because they do not want to feel manipulated. This reaction is defined in the Persuasion Knowledge Model. On the other hand, people also show resistance to ambiguous messages because they look for clear messages that are easy to interpret.
This research analyzed the resulting attitude of 145 participants regarding a message about an unknown product, in four trial conditions, in which variables of persuasion were manipulated (within an advertising context with commercial purposes and another context that was not advertising nor narrative) and the ambiguity degree of the message, either in logical or in random order (not ordered).
The message for a product was broadcasted within different contexts: advertising-ordered, advertising-not-ordered, narrative-ordered, and narrative-not ordered.
The findings indicate for a sample of population in Mexico facing an advertising context, as well as ambiguous, in an independent way, there is a less favorable attitude from the participants toward the product. However, when the advertising and ambiguous context interact, the message was found to be more persuasive than in the narrative-alone context, and this constitutes an opportunity to delve into the understanding of the behavior of message receivers facing an advertising and ambiguous context.
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