Physiological Arousal Mediates the Persuasive Impact of Positive Peripheral Cues in Threatening Communication

Zhenfeng Ma, University of Ontario Institute of Technology, Canada
Laurette Dube, McGill University, Canada
Based on a psychophysiological perspective of stress and the excitation transfer theory, this study examines the persuasive mechanisms of the positive peripheral cues in threatening communication. Findings show that for participants who had undergone health threat, positive peripheral cues reduced psychological distress and physiological disturbance, and enhanced persuasion by mitigating or reversing the negative impact of psychological distress and physiological arousal on self-efficacy beliefs.
[ to cite ]:
Zhenfeng Ma and Laurette Dube (2009) ,"Physiological Arousal Mediates the Persuasive Impact of Positive Peripheral Cues in Threatening Communication", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 738-739.