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

Ki Joon Kim, S. Shyam Sundar

Research output: Contribution to journalArticlepeer-review

67 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 languageEnglish (US)
Pages (from-to)45-70
Number of pages26
JournalHuman Communication Research
Volume42
Issue number1
DOIs
StatePublished - Jan 1 2016

All Science Journal Classification (ASJC) codes

  • Communication
  • Developmental and Educational Psychology
  • Anthropology
  • Linguistics and Language

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