Hey, I like this radio commercial. But why?: Identification, liveliness, resistance to persuasion, and likeability of the speaker as possible mechanisms underlying the evaluation of dialogue and monologue radio commercials.

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2020-02-10
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en
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Previous research has shown that the presentation method (dialogue versus monologue) of radio commercials can have an effect on the persuasiveness of the message. It has been found that radio commercials in the form of a dialogue generate a better attitude towards the product, a better attitude towards the commercial, and a higher purchase intention, than radio commercials in the form of a monologue. Various studies provide possible explanations for a dialogue radio commercial’s higher persuasiveness. The variables identification, liveliness of the commercial, experienced resistance to persuasion, and likeability of the speaker could be possible underlying mechanisms of a consumer’s preference for a dialogue over a monologue radio commercial. The present study sought to investigate the relevance of the earlier named possible underlying mechanisms. An experiment was set up, in which four different radio commercials were produced, differing in a dialogue or a monologue presentation style and in the product that was being presented. The radio commercials were evaluated by 168 participants. Results showed discrepancies with earlier findings that a dialogue radio commercial is more persuasive than a monologue radio commercial. This experiment has provided empirical proof that there are no differences between dialogues and monologues in the attitude towards the product, the attitude towards the commercial, and the purchase intention. However, the dialogue radio commercial was found to be more lively and the speaker presenting the product in the dialogue radio commercial was found to be more likeable. The variables identification, liveliness, resistance to persuasion, and likeability of the speaker were shown to be predictors for the evaluation of the persuasiveness of the radio commercial (attitude towards the product, attitude towards the commercial, purchase intention). In conclusion, this present research has demonstrated that the presentation method of a radio commercial can have effects on the evaluation of the commercial. Additionally, it has generated some underlying mechanisms that predict the persuasiveness of radio commercials.
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