National Hsinchu University of Education, Taiwan.
Scand J Psychol. 2011 Aug;52(4):329-40. doi: 10.1111/j.1467-9450.2011.00882.x.
Persuasion has been extensively researched for decades. Much of this research has focused on different message tactics and their effects on persuasion (e.g., Chang & Chou, 2008; Lafferty, 1999). This research aims to assess whether the persuasion of a specific type of message is influenced by need for cognition (NFC) and time pressure. The 336 undergraduates participated in a 2 (message sidedness: one-sided/two-sided) × 3 (time pressure: low/moderate/high) between-subjects design. Results indicate that two-sided messages tend to elicit more favorable ad attitudes than one-sided messages. As compared with low-NFC individuals, high-NFC individuals are likely to express more favorable ad attitudes, brand attitudes and purchase intention. Moderate time pressure tends to lead to more favorable ad attitudes than low time pressure and high time pressure. In addition, moderate time pressure is likely to elicit more favorable brand attitudes and purchase intentions than high time pressure, but does not elicit more favorable brand attitudes and purchase intentions than low time pressure. Furthermore, when high-NFC individuals are under low or moderate time pressure, two-sided messages are more persuasive than one-sided messages; however, message sidedness does not differentially affect the persuasion when high-NFC individuals are pressed for time. In contrast, one-sided messages are more persuasive than two-sided messages when low-NFC individuals are under low or high time pressure, and two-sided messages are more persuasive than one-sided messages when low-NFC individuals are under moderate time pressure.
说服已经被广泛研究了几十年。这项研究的重点是不同的信息策略及其对说服的影响（例如，Chang 和 Chou，2008；Lafferty，1999）。本研究旨在评估特定类型信息的说服力是否受到认知需求（NFC）和时间压力的影响。336 名本科生参与了一项 2（信息片面性：片面/双面）×3（时间压力：低/中/高）的被试间设计。结果表明，双面信息往往比单面信息产生更有利的广告态度。与低 NFC 个体相比，高 NFC 个体更有可能表达出更有利的广告态度、品牌态度和购买意愿。中度时间压力比低度时间压力和高度时间压力更有可能产生更有利的广告态度。此外，中度时间压力比高度时间压力更有可能产生更有利的品牌态度和购买意愿，但不如低度时间压力更有可能产生更有利的品牌态度和购买意愿。此外，当高 NFC 个体处于低或中度时间压力下时，双面信息比单面信息更具说服力；然而，当高 NFC 个体时间紧迫时，信息的片面性不会对说服力产生不同的影响。相比之下，当低 NFC 个体处于低或高时间压力下时，单面信息比双面信息更具说服力，而当低 NFC 个体处于中度时间压力下时，双面信息比单面信息更具说服力。
