A Psychophysiological Perspective of the Stress-Buffering and Persuasive Impact of Positive Communication Style
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.
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.
Zhenfeng Ma, University of Ontario Insitute of Technology, Canada
Laurette Dube, McGill University, Canada
NA - Advances in Consumer Research Volume 35 | 2008
D8. Why Employees Communicate Positive eWOM on Social Networking Sites: Motivations and Moderators
Jing Zhang, 华中科技大学管理学院
Ya Zhang, 华中科技大学管理学院
Does a Blurry Background Make a High Roller? The Effects of Blurry versus Sharp Backgrounds on Consumers’ Risk-Taking Behavior
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action
Lena Pellandini-Simanyi, Università della Svizzera Italiana