The Effects of Physiological Arousal on Information Processing and Persuasion

David M. Sanbonmatsu · Frank R. Kardes

317 citations0/0 files storedJournal of Consumer Research

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Psychology of Social Influence Consumer Behavior in Brand Consumption and Identification Media Influence and Health

Abstract

The effects of physiological arousal on persuasion are investigated. An exercise task was used to manipulate physiological arousal, and systolic blood pressure readings were taken to assess the effectiveness of this manipulation. The results indicate that endorser status (celebrity or noncelebrity) has a stronger influence on brand attitudes under high than under moderate levels of physiological arousal, whereas argument strength has a greater impact under moderate than under high arousal levels. The results are consistent with the Elaboration Likelihood Model of persuasion.

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References

1986The Elaboration Likelihood Model of Persuasion 1960Conflict, arousal, and curiosity.1980Heuristic versus systematic information processing and the use of source versus message cues in persuasion.1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1981Attitudes and Persuasion: Classic and Contemporary Approaches 2017Communication And Persuasion 1971Decision and stress 1986Affective Responses Mediating Acceptance of Advertising

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