A Psychophysiological Perspective of the Stress-Buffering and Persuasive Impact of Positive Communication Style

Zhenfeng Ma, University of Ontario Insitute of Technology, Canada
Laurette Dube, McGill University, Canada
Consumers’ search for health information is often prompted by a personal encounter with health threat and plagued by stress experience. Based on a psychoneuroendocrine (PNE) model of stress, we examined the stress-buffering and persuasive impact of positive vs. neutral communication style on consumers facing health threat. We found that compared with the neutral communication style, the positive style alleviated consumers’ psychological and physiological stress reactivity. Further, the positive communication style induced superior persuasive outcome by alleviating the negative impact of negative emotions and physiological arousal on persuasion.
[ to cite ]:
Zhenfeng Ma and Laurette Dube (2008) ,"A Psychophysiological Perspective of the Stress-Buffering and Persuasive Impact of Positive Communication Style", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 754-755.