38th Annual Student Research Conference
Tasteful Persuasion: The Effect of Personality on the Persuasiveness of Media
Sydney Carl * and Andrew Fruend
Dr. Robert Tigner , Faculty Mentor
This study examined and assessed the relationship between High and Low scores of Openness (a Big Five personality trait) on the persuasiveness of content delivered through Visual and Verbal forms of media. Since both forms of media are a part of daily life, our team wondered if the mode of persuasion impacted the overall persuasiveness of the content. Both Visual and Verbal forms focused on persuading individuals to incorporate vegetarian/vegan alternatives into their diet. We hypothesized that participants exposed to both types of media would be more persuaded compared to those exposed to only one type of persuasive content. Our study displayed that being shown two different forms of media wasn’t statistically any better than using just one of those forms on its own. Interestingly, this result appears to suggest that the presence of persuasive media itself, not the quantity/type of media, was enough to marginally persuade people.
Keywords: Persuasion, Personality, Big Five personality traits , OCEAN, Vegetarian/Vegan , Media , ANOVA
Topic(s):Psychology
Presentation Type: Poster Presentation
Session: TBA
Location: TBA
Time: TBA