ウェブページにおける周辺手がかりが閲覧者の態度に与える影響(II) : 認知欲求の個人差を用いた検討

概要

論文の詳細を見る
The present study investigated the effects of the embellishment for a web page on the observer's attitude toward its topic. People with a high need for cognition are more likely to enjoy processing a persuasive message deliberately, but they don't always have the ability for processing because of their lack of enough knowledge about the topic. After all, the embellishment for a web page should play the role of peripheral cues and should change the attitudes of both observers with a high need for cognition and observers with a low need for cognition in the direction of the message. Fifty-five undergraduates who differ in the need for cognition looked at the web pages which were either embellished or not embellished, and then completed questionnaires asking about their attitudes. Results were consistent with the prediction. The validity of the elaboration likelihood model and the need for cognition and the implication for the real world were discussed.
昭和女子大学の論文
2007-02-01