Multiple roles for majority versus minority source status on persuasion when source status follows the message

Statement: "This is an Accepted Manuscript of an article published by Taylor & Francis Group in [JOURNAL TITLE] on [date of publication], available online at:http://www.tandfonline.com/[Article DOI]."This research shows that numerical majority (vs minority) status of the source can affect persuasion by different processes when induced after message processing. Specifically, we argue that source status affects persuasion by serving as a simple peripheral validity cue under low-elaboration conditions, and by validating thoughts-a metacognitive process-under high-elaboration conditions. In the present study the extent of elaboration was manipulated (high vs low), and then participants received a persuasive message composed of either strong or weak arguments that were presented by a source in the numerical majority or minority. This source status information was introduced following the message. We predicted and found that, under high-elaboration conditions the majority source increased the argument quality effect on attitudes in response to the message compared to the minority source. In contrast, under low-elaboration conditions the information regarding source status served as a simple cue, with the majority source leading to more persuasion compared to the minority source regardless of argument quality. Thus the present results provide the first evidence for moderation of different effects for majority/minority influence when the numerical status of the source follows message processing

Reducing visitor car use in a protected area: A market segmentation approach to achieving behaviour change

This research uses a market segmentation approach to reducing transport-related environmental burdens from visitors, while maintaining economic benefit. The approach was tested in the Lake District National Park (UK). It aimed first to explore visitor transport behaviour using a social psychological framework, to understand what might best predict desired behaviour change (i.e. reduced visitor car use). Second, it developed and tested different types of marketing messages to reduce car use, based on persuasive communication theory, establishing marketing propositions appropriate to different visitor types and market segments. Third, it identified market segments with both a high propensity towards positive behavioural change and the highest economic contribution to the destination. The work is based on Ajzen's Theory of Planned Behaviour and on persuasive communication. Three hundred and ninety completed questionnaires were obtained. The paper emphasises the importance of context in successful communication to influence behaviour and shows that a market segmentation approach to behavioural change can be successful. Complex patterns of visitor mobility and modal choice emerge. For example "New Explorers" and "Familiar Families" are most likely to reduce their car use (45% and 48% respectively) and less likely to perceive this as difficult. © 2013 Taylor & Francis

Reassessing the effect of colour on attitude and behavioural intentions in promotional activities: The moderating role of mood and involvement

The present research examines the effect of background colour on attitude and behavioural intentions in various promotional activities taking into consideration the moderating role of mood and involvement. Three experiments reflecting different promotional activities (window display, consumer trade show, guerrilla marketing) were conducted for this purpose. Overall, findings indicate that cool background colours, in contrast to warm colours, induce more positive attitudes and behavioural intentions mainly in positive mood, and low involvement conditions. Implications are also discussed