The role of overt head movement and attention in persuasion.
This study examined the effect of overt head movement on attitudes toward a product. In a headphones test, participants were required to listen to music and to either nod or shake their heads. Some participants listened to a CD of music; other participants listened to a CD of the same music and a persuasive message about the headphones. Overt head movement affected participants' product choice and price perception when they were presented with the music and a persuasive message. The findings are interpreted to suggest that head movement can be instrumental in participants' product evaluation if the head movement is directed or focused on the attitude object.
Tom
Gail
G
Department of Management, California State University, Sacramento, CA 95381, USA. tomgk@csus.edu
Ramil
Elena
E
Zapanta
Ila
I
Demir
Kivilcim
K
Lopez
Stephanie
S
D000328:Adult; D001288:Attention; D001290:Attitude; D005260:Female; D019416:Head Movements / Q000502:physiology*; D006801:Humans; D007398:Interpersonal Relations; D008144:Loudness Perception; D008297:Male; D009146:Music; D010565:Persuasive Communication