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Interactive social agent and social presence effects on information processing and persuasion.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Interactive social agent and social presence effects on information processing and persuasion./
Author:	Skalski, Paul.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2004,
Description:	97 p.
Notes:	Source: Dissertations Abstracts International, Volume: 67-03, Section: A.
Contained By:	Dissertations Abstracts International67-03A.
Subject:	Mass media. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3159006
ISBN:	9780496916900

Interactive social agent and social presence effects on information processing and persuasion.
Skalski, Paul.

Interactive social agent and social presence effects on information processing and persuasion. - Ann Arbor : ProQuest Dissertations & Theses, 2004 - 97 p.

Source: Dissertations Abstracts International, Volume: 67-03, Section: A.

Thesis (Ph.D.)--Michigan State University, 2004.

This item must not be sold to any third party vendors.

This study applied the Heuristic-Systematic Model (HSM) to examine how interactive social agent technology affects social presence, message involvement, and information processing leading to persuasion. Two models were tested predicting that interactive media will increase both social presence and message involvement, which in turn were expected to affect subsequent information processing styles. Specifically, social presence was expected to increase heuristic processing and alter resultant attitudes and intentions (depending on source attractiveness). Message involvement was expected to increase systematic processing and lead to more favorable attitudes and intentions toward a health issue. A two-factor, between-subjects experiment was conducted (N = 125), with interactivity as the first factor (interactive or non-interactive social agent) and source attractiveness as the second (attractive or unattractive agent). The results of path analyses suggest that, as expected, interactivity increased social presence, and social presence related positively to heuristic processing, though this processing did not affect attitude or intention. Also as expected, message involvement had a positive influence on systematic processing, and this type of processing increased behavioral intention toward a blood pressure checkup. However, the predicted influence of interactivity on message involvement was indirect through its influence on social presence. The results are discussed in light of research on interactive media, social presence, and the HSM.

ISBN: 9780496916900Subjects--Topical Terms:

556421
Mass media.
Subjects--Index Terms:

Information processing

Interactive social agent and social presence effects on information processing and persuasion.
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500 $a Source: Dissertations Abstracts International, Volume: 67-03, Section: A.
500 $a Publisher info.: Dissertation/Thesis.
500 $a Advisor: Tamborini, Ron.
502 $a Thesis (Ph.D.)--Michigan State University, 2004.
506 $a This item must not be sold to any third party vendors.
506 $a This item must not be added to any third party search indexes.
520 $a This study applied the Heuristic-Systematic Model (HSM) to examine how interactive social agent technology affects social presence, message involvement, and information processing leading to persuasion. Two models were tested predicting that interactive media will increase both social presence and message involvement, which in turn were expected to affect subsequent information processing styles. Specifically, social presence was expected to increase heuristic processing and alter resultant attitudes and intentions (depending on source attractiveness). Message involvement was expected to increase systematic processing and lead to more favorable attitudes and intentions toward a health issue. A two-factor, between-subjects experiment was conducted (N = 125), with interactivity as the first factor (interactive or non-interactive social agent) and source attractiveness as the second (attractive or unattractive agent). The results of path analyses suggest that, as expected, interactivity increased social presence, and social presence related positively to heuristic processing, though this processing did not affect attitude or intention. Also as expected, message involvement had a positive influence on systematic processing, and this type of processing increased behavioral intention toward a blood pressure checkup. However, the predicted influence of interactivity on message involvement was indirect through its influence on social presence. The results are discussed in light of research on interactive media, social presence, and the HSM.
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650 4 $a Mass communications. $3 1335238
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653 $a New media
653 $a Persuasion
653 $a Social agent
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