The University of Southampton
University of Southampton Institutional Repository

Compliance with Mass Marketing Solicitation: The Roles of Verbatim and Gist Processing

Compliance with Mass Marketing Solicitation: The Roles of Verbatim and Gist Processing
Compliance with Mass Marketing Solicitation: The Roles of Verbatim and Gist Processing
Abstract
Introduction: Mass marketing scams threaten financial and personal well-being. Grounded in fuzzy-trace theory, we examined whether verbatim and gist-based risk processing predicts susceptibility to scams and whether such processing can be altered.
Methods: Online, 701 participants read a solicitation letter and indicated willingness to call an “activation number” to claim an alleged $500,000 sweepstakes prize. Participants focused on the solicitation’s verbatim details (hypothesized to increase risk-taking) or its broad gist (hypothesized to decrease risk-taking).
Results: As expected, measures of verbatim-based processing positively predicted contact intentions, whereas measures of gist-based processing negatively predicted contact intentions.
Contrary to hypotheses, experimental condition did not influence intentions (43% across conditions). Contact intentions were associated with perceptions of low risk, high benefit, and the offer’s apparent genuineness, as well as self-reported decision regret, subjective vulnerability to scams, and prior experience falling for scams.
Conclusions: Overall, message perceptions and prior susceptibility, rather than experimental manipulations, mattered in predicting scam susceptibility.
Notle, Julia
a1ef106a-9be3-4528-b666-944acdecf16c
Hanoch, Yaniv
3cf08e80-8bda-4d3b-af1c-46c858aa9f39
Wood, Stacey
f73c11f1-c315-4812-9eb9-5d4cb5b395ad
Reyna, Valerie
c363f5c4-120e-4127-b652-b8329328bb77
Notle, Julia
a1ef106a-9be3-4528-b666-944acdecf16c
Hanoch, Yaniv
3cf08e80-8bda-4d3b-af1c-46c858aa9f39
Wood, Stacey
f73c11f1-c315-4812-9eb9-5d4cb5b395ad
Reyna, Valerie
c363f5c4-120e-4127-b652-b8329328bb77

Notle, Julia, Hanoch, Yaniv, Wood, Stacey and Reyna, Valerie (2021) Compliance with Mass Marketing Solicitation: The Roles of Verbatim and Gist Processing. Brain and Behavior. (In Press)

Record type: Article

Abstract

Abstract
Introduction: Mass marketing scams threaten financial and personal well-being. Grounded in fuzzy-trace theory, we examined whether verbatim and gist-based risk processing predicts susceptibility to scams and whether such processing can be altered.
Methods: Online, 701 participants read a solicitation letter and indicated willingness to call an “activation number” to claim an alleged $500,000 sweepstakes prize. Participants focused on the solicitation’s verbatim details (hypothesized to increase risk-taking) or its broad gist (hypothesized to decrease risk-taking).
Results: As expected, measures of verbatim-based processing positively predicted contact intentions, whereas measures of gist-based processing negatively predicted contact intentions.
Contrary to hypotheses, experimental condition did not influence intentions (43% across conditions). Contact intentions were associated with perceptions of low risk, high benefit, and the offer’s apparent genuineness, as well as self-reported decision regret, subjective vulnerability to scams, and prior experience falling for scams.
Conclusions: Overall, message perceptions and prior susceptibility, rather than experimental manipulations, mattered in predicting scam susceptibility.

Text
Compliance_with_MMS_BAB_Main - Accepted Manuscript
Available under License Creative Commons Attribution.
Download (85kB)

More information

Accepted/In Press date: 28 September 2021

Identifiers

Local EPrints ID: 451715
URI: http://eprints.soton.ac.uk/id/eprint/451715
PURE UUID: 565b7f47-04c1-4ece-b696-43785a249e35
ORCID for Yaniv Hanoch: ORCID iD orcid.org/0000-0001-9453-4588

Catalogue record

Date deposited: 21 Oct 2021 16:31
Last modified: 08 Jun 2022 01:57

Export record

Contributors

Author: Julia Notle
Author: Yaniv Hanoch ORCID iD
Author: Stacey Wood
Author: Valerie Reyna

Download statistics

Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.

View more statistics

Atom RSS 1.0 RSS 2.0

Contact ePrints Soton: eprints@soton.ac.uk

ePrints Soton supports OAI 2.0 with a base URL of http://eprints.soton.ac.uk/cgi/oai2

This repository has been built using EPrints software, developed at the University of Southampton, but available to everyone to use.

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.

×