東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Strategic Messaging in Interpersonal...

Segal, Shoshana,

Linked to FindBook

Google Book

Amazon

博客來

Strategic Messaging in Interpersonal Consumption Contexts: When Risky Appeals Resonate-And When They Backfire /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Strategic Messaging in Interpersonal Consumption Contexts: When Risky Appeals Resonate-And When They Backfire // Shoshana Segal.
Author:	Segal, Shoshana,
Description:	1 electronic resource (139 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 86-11, Section: B.
Contained By:	Dissertations Abstracts International86-11B.
Subject:	Home economics. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31847194
ISBN:	9798314842195

Strategic Messaging in Interpersonal Consumption Contexts: When Risky Appeals Resonate-And When They Backfire /
Segal, Shoshana,

Strategic Messaging in Interpersonal Consumption Contexts: When Risky Appeals Resonate-And When They Backfire /Shoshana Segal. - 1 electronic resource (139 pages)

Source: Dissertations Abstracts International, Volume: 86-11, Section: B.

Persuasion is central to consumer decision-making, influencing choices across marketing, social, and moral domains. Traditional persuasion research has often emphasized message clarity, credibility, and argument strength as key drivers of effectiveness. This dissertation explores how "risky" messaging strategies, operationalized as taking social risks by self-disclosing intimate information in influencer marketing (Chapter 1) and as communicating ambiguity in prosocial appeals (Chapter 2), affect consumer behavior. As both of these contexts (social media and prosocial behavior) are interpersonal in nature, they further introduce self-presentational concerns: how consumers view influencers who reveal vulnerabilities and how consumers seek to justify their selfish tendencies in prosocial contexts. Across two chapters, I investigate how these messaging strategies in interpersonal consumption contexts can enhance consumer engagement and prosocial behaviors and when they may be less effective.Chapter 1 explores influencer self-disclosure, which can strengthen parasocial connections and engagement but also comes with inherent social risks. Using experimental and field data, I show that the effectiveness of self-disclosing messaging depends on consumer and message characteristics. For instance, self-disclosure involving negative emotions can reduce parasocial connection strength, leading to lower engagement.Chapter 2 examines moral wiggle room in prosocial behavior and identifies how ambiguous messaging in sign-up opportunities affects consumer willingness to commit to prosocial actions. Across field and lab studies, I find that more (vs. less) ambiguous appeals increase prosocial sign-ups by providing consumers with a socially acceptable excuse to opt out later while still maintaining a prosocial image. I additionally show that a boundary of this strategy's effectiveness is the perceived personal costs of engaging in a prosocial action. That is, when consumers do not experience a tradeoff between self-presentational concerns and personal costs, there is no benefit of using ambiguous appeals.These chapters advance our understanding of how "risky" persuasion strategies in interpersonal consumption affect consumer decision-making. By pinpointing when these strategies succeed and when they fail, this dissertation provides theoretical and practical insights for marketers navigating interpersonal consumer interactions.

English

ISBN: 9798314842195Subjects--Topical Terms:

551902
Home economics.
Subjects--Index Terms:

Ambiguity

Strategic Messaging in Interpersonal Consumption Contexts: When Risky Appeals Resonate-And When They Backfire /
LDR:03959nmm a22004453i 4500 001 2435654
005 20251009122901.5
006 m o d
007 cr|nu||||||||
008 261011s2025 miu||||||m |||||||eng d
020 $a 9798314842195
035 $a (MiAaPQD)AAI31847194
035 $a AAI31847194
040 $a MiAaPQD $b eng $c MiAaPQD $e rda
100 1 $a Segal, Shoshana, $e author. $3 3826029
245 1 0 $a Strategic Messaging in Interpersonal Consumption Contexts: When Risky Appeals Resonate-And When They Backfire / $c Shoshana Segal.
264 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2025
300 $a 1 electronic resource (139 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Dissertations Abstracts International, Volume: 86-11, Section: B.
500 $a Advisors: Menon, Geeta; Watson, Jared Committee members: Bonezzi, Andrea; Trope, Yaacov.
502 $b Ph.D. $c New York University $d 2025.
520 $a Persuasion is central to consumer decision-making, influencing choices across marketing, social, and moral domains. Traditional persuasion research has often emphasized message clarity, credibility, and argument strength as key drivers of effectiveness. This dissertation explores how "risky" messaging strategies, operationalized as taking social risks by self-disclosing intimate information in influencer marketing (Chapter 1) and as communicating ambiguity in prosocial appeals (Chapter 2), affect consumer behavior. As both of these contexts (social media and prosocial behavior) are interpersonal in nature, they further introduce self-presentational concerns: how consumers view influencers who reveal vulnerabilities and how consumers seek to justify their selfish tendencies in prosocial contexts. Across two chapters, I investigate how these messaging strategies in interpersonal consumption contexts can enhance consumer engagement and prosocial behaviors and when they may be less effective.Chapter 1 explores influencer self-disclosure, which can strengthen parasocial connections and engagement but also comes with inherent social risks. Using experimental and field data, I show that the effectiveness of self-disclosing messaging depends on consumer and message characteristics. For instance, self-disclosure involving negative emotions can reduce parasocial connection strength, leading to lower engagement.Chapter 2 examines moral wiggle room in prosocial behavior and identifies how ambiguous messaging in sign-up opportunities affects consumer willingness to commit to prosocial actions. Across field and lab studies, I find that more (vs. less) ambiguous appeals increase prosocial sign-ups by providing consumers with a socially acceptable excuse to opt out later while still maintaining a prosocial image. I additionally show that a boundary of this strategy's effectiveness is the perceived personal costs of engaging in a prosocial action. That is, when consumers do not experience a tradeoff between self-presentational concerns and personal costs, there is no benefit of using ambiguous appeals.These chapters advance our understanding of how "risky" persuasion strategies in interpersonal consumption affect consumer decision-making. By pinpointing when these strategies succeed and when they fail, this dissertation provides theoretical and practical insights for marketers navigating interpersonal consumer interactions.
546 $a English
590 $a School code: 0146
650 4 $a Home economics. $3 551902
650 4 $a Behavioral psychology. $3 2122788
653 $a Ambiguity
653 $a Influencer marketing
653 $a Persuasion
653 $a Prosocial behavior
653 $a Decision-making
690 $a 0338
690 $a 0386
690 $a 0384
710 2 $a New York University. $b Marketing. $e degree granting institution. $3 3826030
720 1 $a Menon, Geeta $e degree supervisor.
720 1 $a Watson, Jared $e degree supervisor.
773 0 $t Dissertations Abstracts International $g 86-11B.
790 $a 0146
791 $a Ph.D.
792 $a 2025
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31847194