The Effects of Physiological Arousal on Information Processing and Persuasion
نویسندگان
چکیده
The effects of physiological arousal on persuasion are investigated. An exercise task was used to manipulate physiological arousal, and systolic biood pressure readings were taken to assess the effectiveness of this manipulation. The resuits indicate that endorser status (celebrity or noncelebrity) has a stronger influence on brand attitudes under high than under moderate levels of physiological arousal, wtiereas argument strength has a greater impact under moderate than under high arousal levels. The results are consistent vtnth the Eiaboration Likelihood Model of persuasion.
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