The contextuality of changing attitudes makes them extremely difficult to model. This paper scales up Quantum Decision Theory (QDT) to a social setting, using it to model the manner in which social contexts can interact with the process of low elaboration attitude change. The elements of this extended theory are presented, along with a proof of concept computational implementation in a low dime...

This study utilizes elaboration likelihood model (ELM) as the theoretical foundation, to explore the effects of information comprehensiveness, argument strength, consistency and quantity on eWOM (electronic word-of-mouth) readers’ information adoption intention in two types of websites (commercial and third party), we collect 278 data from one commercial and one third party website, the results...

Ideological groups use the Internet to deliver their messages unhindered by the constraints of traditional media. We examined how ideological groups promote their worldview through their websites. Using the elaboration likelihood model (ELM), this research used trained coders to examine the websites of nonideological groups (n= 37), nonviolent ideological groups (n= 36), and violent ideological...

Researchers have been increasingly interested in examining the effect of social network site based entertainment applications (SNSEA) in retaining while expanding user base for the websites. This paper therefore proposed a research model that investigates how the different types of information embedded on SNSEA affect such continuous participation according to elaboration-likelihood model. The ...

This article aims to examine the effects of an instructional model that leverages innovative technologies in the classroom to cultivate collaboration that improves students’ comprehension, fosters their creativity, and enables them to better express and communicate their ideas through drawing. This discussion focuses on classroom interaction systems and technologies that can foster creativity, ...

Although longer reviews are generally considered more helpful, no research has investigated whether “the more the better” also applies to the expression of emotions. This paper explores the distinct effects of review length and emotional intensity. We propose that, in contrast to review length, the intensity of emotions has a negative effect on review helpfulness, and that this effect only appl...

Online customer reviews (OCR) have become an important part of online customers’ decision making. People also use OCR to get better understanding of the characteristics of the product and also learn about other customers’ experience with the product. Drawing upon Elaboration Likelihood Model, this research investigates the predictors of readership and helpfulness of OCR. Our findings show that ...