Mobile Persuasion: Can Screen Size and Presentation Mode Make a Difference to Trust?

Ki Joon Kim; S. Shyam Sundar

doi:10.1111/hcre.12064

Mobile Persuasion: Can Screen Size and Presentation Mode Make a Difference to Trust?

Ki Joon Kim, S. Shyam Sundar

Film-Video and Media Studies

Research output: Contribution to journal › Article › peer-review

115 Scopus citations

Abstract

Guided by the Modality, Agency, Interactivity, and Navigability (MAIN) model of technology effects and the heuristic-systematic model (HSM) of information processing, this study explicates underlying mechanisms by which variations in screen size (large vs. small) and presentation mode (video vs. text) contribute to user perceptions of media content on their smartphones. Results from a between-subjects experiment (N=120) indicate that large screen size and video mode promote heuristic processing while small screen size and text mode encourage systematic processing. Heuristic processing leads to greater affective and behavioral trust while systematic processing is associated with cognitive trust. Phantom model analysis reveals the effects of large screen size and video mode on purchase intentions are sequentially mediated by type of information processing and multidimensional trust.

Original language	English (US)
Pages (from-to)	45-70
Number of pages	26
Journal	Human Communication Research
Volume	42
Issue number	1
DOIs	https://doi.org/10.1111/hcre.12064
State	Published - Jan 1 2016

All Science Journal Classification (ASJC) codes

Communication
Developmental and Educational Psychology
Anthropology
Linguistics and Language

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abstract = "Guided by the Modality, Agency, Interactivity, and Navigability (MAIN) model of technology effects and the heuristic-systematic model (HSM) of information processing, this study explicates underlying mechanisms by which variations in screen size (large vs. small) and presentation mode (video vs. text) contribute to user perceptions of media content on their smartphones. Results from a between-subjects experiment (N=120) indicate that large screen size and video mode promote heuristic processing while small screen size and text mode encourage systematic processing. Heuristic processing leads to greater affective and behavioral trust while systematic processing is associated with cognitive trust. Phantom model analysis reveals the effects of large screen size and video mode on purchase intentions are sequentially mediated by type of information processing and multidimensional trust.",

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Mobile Persuasion: Can Screen Size and Presentation Mode Make a Difference to Trust?

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