The Unconscious Persuasion: A Conceptual Model about The Media Multitasking Effects on Consumer’s Processing Fluency
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12226 |
Resumo: | Objective: Provide directions to new processing fluency studies in the relatively new context of the multitasking media, a behavior that has become popular in recent years. Method: Review of the robust literature of processing fluency, perceptual fluency and conceptual fluency, including its various effects, different behavioral contexts and theories that explain the phenomenon. In addition, it was made a brief review about the recent literature of multitasking and media multitasking was. Originality / Relevance: Fluent stimuli have several positive effects on the consumer in comparison to non-fluent stimuli; however, all fluency studies so far have considered individuals focused on a single activity during stimulus exposure, which does not represent the realistic behavior during exposures, since individuals usually engage in more than one activity at a time, especially when consuming media. This article highlights this gap and provides directions for future work. Results: From the literature review, this article offers study propositions and a conceptual model that can guide future research on processing fluency (perceptual and conceptual) in situations where the consumer performs more than one activity at the same time. Theoretical / methodological contributions: This article contributes to a better understanding of the effects of stimulus exposures through a better understanding of the effects of perceptual and conceptual fluency and how these effects can be affected by multitasking media behavior. |
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The Unconscious Persuasion: A Conceptual Model about The Media Multitasking Effects on Consumer’s Processing FluencyA Persuasão Inconsciente: Um Modelo Conceitual sobre os Efeitos da Multitarefa de Mídia sobre a Fluência de Processamento do ConsumidorProcessing Fluency. Perceptual Fluency. Conceptual Fluency. Media Multitasking. Onsumer Behavior.Fluência de Processamento. Fluência Perceptual. Fluência Conceitual. Multitarefa de Mídia. Comportamento do Consumidor.Objective: Provide directions to new processing fluency studies in the relatively new context of the multitasking media, a behavior that has become popular in recent years. Method: Review of the robust literature of processing fluency, perceptual fluency and conceptual fluency, including its various effects, different behavioral contexts and theories that explain the phenomenon. In addition, it was made a brief review about the recent literature of multitasking and media multitasking was. Originality / Relevance: Fluent stimuli have several positive effects on the consumer in comparison to non-fluent stimuli; however, all fluency studies so far have considered individuals focused on a single activity during stimulus exposure, which does not represent the realistic behavior during exposures, since individuals usually engage in more than one activity at a time, especially when consuming media. This article highlights this gap and provides directions for future work. Results: From the literature review, this article offers study propositions and a conceptual model that can guide future research on processing fluency (perceptual and conceptual) in situations where the consumer performs more than one activity at the same time. Theoretical / methodological contributions: This article contributes to a better understanding of the effects of stimulus exposures through a better understanding of the effects of perceptual and conceptual fluency and how these effects can be affected by multitasking media behavior.Objetivo: Direcionar novos estudos de fluncia de processamento no contexto relativamente novo da multitarefa de mdia, comportamento que tem se tornado popular nos ltimos anos. Mtodo: Reviso da vasta literatura de fluncia de processamento, fluncia perceptual e fluncia conceitual, incluindo seus diversos efeitos, diferentes contextos comportamentais e as teorias que explicam o fenmeno. Realizou-se tambm uma breve reviso sobre a recente literatura da multitarefa e multitarefa de mdia. Originalidade/Relevncia: Estmulos fluentes possuem vrios efeitos positivos no consumidor em relao a estmulos no fluentes, contudo, todos os estudos de fluncia at agora consideraram indivduos focados em uma atividade durante a exposio ao estmulo, o que no representa grande parte do comportamento habitual dos indivduos que costumam se engajar em mais de uma atividade ao mesmo tempo, principalmente ao consumir uma mdia. Este trabalho destaca este gap e fornece direes para futuros trabalhos. Resultados: A partir da reviso da literatura, este artigo oferece proposies de estudo e um modelo conceitual que podem orientar futuras pesquisas sobre fluncia de processamento (perceptual e conceitual) em situaes em que o consumidor desempenha mais de uma atividade ao mesmo tempo. Contribuies tericas / metodolgicas: Este artigo contribui para a melhor compreenso dos efeitos de exposies a estmulos a partir do melhor entendimento dos efeitos da fluncia perceptual e conceitual e como esses efeitos podem ser afetados pelo comportamento multitarefa de mdia.Universidade Nove de Julho - Uninove2018-05-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1222610.5585/remark.v17i3.3626ReMark - Revista Brasileira de Marketing; v. 17, n. 3 (2018): Julho - Setembro; 370-3842177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12226/5870Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessRibeiro, SylvioOliveira, Daniel Max de SousaPetroll, Martin de La Martinière2019-02-19T17:37:23Zoai:https://periodicos.uninove.br:article/12226Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:37:23REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
The Unconscious Persuasion: A Conceptual Model about The Media Multitasking Effects on Consumer’s Processing Fluency A Persuasão Inconsciente: Um Modelo Conceitual sobre os Efeitos da Multitarefa de Mídia sobre a Fluência de Processamento do Consumidor |
title |
The Unconscious Persuasion: A Conceptual Model about The Media Multitasking Effects on Consumer’s Processing Fluency |
spellingShingle |
The Unconscious Persuasion: A Conceptual Model about The Media Multitasking Effects on Consumer’s Processing Fluency Ribeiro, Sylvio Processing Fluency. Perceptual Fluency. Conceptual Fluency. Media Multitasking. Onsumer Behavior. Fluência de Processamento. Fluência Perceptual. Fluência Conceitual. Multitarefa de Mídia. Comportamento do Consumidor. |
title_short |
The Unconscious Persuasion: A Conceptual Model about The Media Multitasking Effects on Consumer’s Processing Fluency |
title_full |
The Unconscious Persuasion: A Conceptual Model about The Media Multitasking Effects on Consumer’s Processing Fluency |
title_fullStr |
The Unconscious Persuasion: A Conceptual Model about The Media Multitasking Effects on Consumer’s Processing Fluency |
title_full_unstemmed |
The Unconscious Persuasion: A Conceptual Model about The Media Multitasking Effects on Consumer’s Processing Fluency |
title_sort |
The Unconscious Persuasion: A Conceptual Model about The Media Multitasking Effects on Consumer’s Processing Fluency |
author |
Ribeiro, Sylvio |
author_facet |
Ribeiro, Sylvio Oliveira, Daniel Max de Sousa Petroll, Martin de La Martinière |
author_role |
author |
author2 |
Oliveira, Daniel Max de Sousa Petroll, Martin de La Martinière |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Ribeiro, Sylvio Oliveira, Daniel Max de Sousa Petroll, Martin de La Martinière |
dc.subject.por.fl_str_mv |
Processing Fluency. Perceptual Fluency. Conceptual Fluency. Media Multitasking. Onsumer Behavior. Fluência de Processamento. Fluência Perceptual. Fluência Conceitual. Multitarefa de Mídia. Comportamento do Consumidor. |
topic |
Processing Fluency. Perceptual Fluency. Conceptual Fluency. Media Multitasking. Onsumer Behavior. Fluência de Processamento. Fluência Perceptual. Fluência Conceitual. Multitarefa de Mídia. Comportamento do Consumidor. |
description |
Objective: Provide directions to new processing fluency studies in the relatively new context of the multitasking media, a behavior that has become popular in recent years. Method: Review of the robust literature of processing fluency, perceptual fluency and conceptual fluency, including its various effects, different behavioral contexts and theories that explain the phenomenon. In addition, it was made a brief review about the recent literature of multitasking and media multitasking was. Originality / Relevance: Fluent stimuli have several positive effects on the consumer in comparison to non-fluent stimuli; however, all fluency studies so far have considered individuals focused on a single activity during stimulus exposure, which does not represent the realistic behavior during exposures, since individuals usually engage in more than one activity at a time, especially when consuming media. This article highlights this gap and provides directions for future work. Results: From the literature review, this article offers study propositions and a conceptual model that can guide future research on processing fluency (perceptual and conceptual) in situations where the consumer performs more than one activity at the same time. Theoretical / methodological contributions: This article contributes to a better understanding of the effects of stimulus exposures through a better understanding of the effects of perceptual and conceptual fluency and how these effects can be affected by multitasking media behavior. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-05-28 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12226 10.5585/remark.v17i3.3626 |
url |
https://periodicos.uninove.br/remark/article/view/12226 |
identifier_str_mv |
10.5585/remark.v17i3.3626 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12226/5870 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 17, n. 3 (2018): Julho - Setembro; 370-384 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
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1799138642558451712 |