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The authors ask whether individuals tasked with persuading others have distinct and important concerns regarding their occupational stress and well-being. The authors argue that a well-known model from the marketing literature – the persuasion knowledge model (PKM; Friestad & Wright, 1994) – illuminates a number of issues for future study. The authors further argue for a number of extensions to the PKM to account for the persuasion agent’s side of the interaction. Next, the authors consider potential stressors that are distinctive to the persuasion encounter, as well as the strategies that persuasion agents engage to cope. This discussion reveals a number of potential negative consequences for the agents themselves, as well as their employing firms and customers. Finally, the authors present some thoughts on what persuasion agents, their managers, and external regulators can do to mitigate these negative consequences.

Purpose – Attitudinal inoculation has a long history of success in communication studies. A wealth of literature has shown it to be an effective strategy for preventing the assimilation of beliefs and attitudes in several domains, including healthcare, politics, and advertising. Despite its demonstrated efficacy, its utility as a means of preventing the adoption of beliefs and attitudes consistent with strategic messaging distributed by malicious actors has yet to be sufficiently evaluated. This chapter introduces attitudinal inoculation as a viable strategy for challenging online disinformation produced by violent extremist groups.

Methods – Through a systematic review of the literature on attitudinal inoculation and disinformation, this chapter represents an attempt to link broad themes of narrative persuasion with the field of counter-terrorism.

Findings – This chapter will offer specific guidance on the development of inoculation messages intended to mitigate the persuasive efficacy of online disinformation produced and distributed by violent extremist organizations.

Originality/Value – As one of the first attempts to demonstrate the utility of attitudinal inoculation in the field of terrorism and radicalization studies, this chapter presents a novel approach to understanding contemporary issues of political extremism.

This chapter has three central goals: First, it aims to introduce the concept of consumers’ online brand endorsements, which we define as consumers’ intentional, public, and positive online affiliations with brands (e.g., liking a brand page on Facebook). Second, it provides an overview of the drivers and consequences of this phenomenon. Third, it answers the question whether and when the broadly adopted marketing strategy of consumers’ online brand endorsements is feasible.

To accomplish these goals, we conducted a general review of the literature.

We identified three different drivers of consumers’ online brand endorsements: Identity-related drivers, brand-related drivers, and community-related drivers. Based on the literature we suggest that from the perspective of the endorsing consumer, online brand endorsements have the potential to be a two-sided sword.

The greater potential of this marketing technique appears to rely on the fact that consumers’ online brand endorsements are broadcasted to a gigantic network of other consumers and their potential to be contagious.

Consumers’ online brand endorsements are a new phenomenon and therefore quite understudied. Still, many brands have social media marketing strategies that aim to acquire huge amounts of endorsements by their consumers. This chapter contributes to our knowledge about the underlying mechanisms of consumers’ online brand endorsements. Moreover, it shows how and when consumers’ online brand endorsements can be a feasible marketing strategy.

This chapter aims to provide an overview and conceptualization of multiscreening in the field of advertising effectiveness.

By means of the multi-dimensions of media multitasking, it is possible to differentiate different forms of media multitasking. This framework is used to describe and explain the phenomenon of multiscreening. The framework consists of four categories each with its own dimensions: (1) task relations (e.g., task hierarchy, task switch, shared modality), (2) task inputs (e.g., information flow), (3) task outputs (e.g., behavioral responses), and (4) user differences. The description of multiscreening per dimensions is completed with a review of recent literature in the field of multiscreening, media multitasking and persuasion.

Literature in the field of media multitasking often assumes detrimental effects. Practical implications for advertisers are discussed by presenting an overview of the existing literature on multiscreening and advertising effectiveness. At the end of the chapter, a summary of the different dimensions is presented and an answer is formulated to the question: Is multiscreening a challenge or opportunity for advertisers?

In addition to practical implications, this chapter also offers an overview of the current research in the field of multiscreening and advertising effects. By presenting recent literature in this field, it becomes clear where knowledge is lacking. Directions for future research are discussed.

This chapter is the first to present a structured overview of the phenomenon of multiscreening. It will provide practitioners and researchers with the current status in the field of multiscreening and advertising effectiveness. In addition, the chapter can also be seen as a guide for future directions in the field of multiscreening.

As Piderit (2000) points out, much of the work on resistance to change borrows from the field of mechanics, conceptualizing resistance as a force that slows or stops motion and increases the energy and work required to alter the rate and magnitude (distance) of movement. These ideas are evident in Lewin's (1947) work on resistance in which he conceptualizes a quasi-stationary equilibrium as a dynamic balance between a field of forces driving for movement in one direction and a field of forces driving for movement in the opposite direction; movement in the equilibrium occurs only through increases and decreases in these forces.

Electronic word of mouth (eWOM) is a digital marketing method that has been considered by some companies as an effective and efficient approach to enhance social learning and the environment for the customers. A social media user could benefit from gaining information from other users to aid their decision-making process. Instagram is an example of a social media platform that could be utilized for the application of eWOM. It could serve as a source of quality, credible and detailed information, and a channel to increase customer interactions and trust. This study aims to determine the effects of eWOM information generated through Instagram on patients’ intention to join the in vitro fertilization (IVF) programs. By adopting the information acceptance model (IACM) theory, several parameters were evaluated: information quality, credibility, usefulness, adoption, attitude toward information, and purchase intention. The structural equation modeling (SEM) was used to analyze as many as 200 respondents of Morula IVF Jakarta and were active Instagram users. The results showed that the adoption of information and attitude toward information had considerably influenced patients’ intentions to join the IVF programs. Such circumstances might have occurred as a result of the increase in information exchange about IVF, through the discussions and sharing of experiences by patients on Instagram. Furthermore, information usefulness was demonstrated to affect information adoption and was influenced by the credibility of information and attitudes toward information. Nonetheless, one variable which did not display any effects on the usefulness of information was the quality of information. In summary, the characteristics of eWOM information that were conveyed on Instagram could affect the intention of patients in joining the IVF program.

Quantitative and qualitative analyses of data generated in a lab study comparing anonymous and identified computer-supported groups involved in consensus decision-making discussions are presented. It is argued that anonymity removes some tools of persuasion, and increases the difficulty of coordinating discussion. Anonymous groups were found to increase the persuasiveness of their text-based messages, to increase discussion process management behaviors, and to find ways to label each other. No significant effect of anonymity on the number of groups reaching consensus was found. The implications of these results for future research and for practice are discussed.

The hypothesis that unethical behavior is promoted when people are able to develop and maintain a biased characterization of an unethical action as being morally acceptable was tested in an experiment in which 120 participants were overpaid for taking part in a study. The variable of interest — whether the participants pointed out the overpayment — was examined in a between-participants design under three sets of contrasting manipulations designed to affect differentially participants' abilities to convince themselves that keeping the overpayment was acceptable. Logistic regressions revealed a decrease in unethical behavior when participants' abilities to construct neutralizations for keeping the overpayment were impeded. A follow-up study indicated that these results were unlikely to have been a consequence of changes in the ethicality of keeping the money as a function of the specific experimental manipulations used. The influence of moral attitudes and gender on moral behavior was also examined. Moral attitude measures were not predictive, but males were more likely to act unethically.

The drug abuse prevention research and practice community has recognized only in the past two decades the important relationship between findings from epidemiologic studies and the development of effective preventive interventions. Epidemiologic studies show what drugs are being used, in what ways, and by whom. They show the age at which most drug users initiate the use of illicit drugs and what characteristics and factors are most likely to be associated with increased risk to initiate drug use. This information and advances in understanding behavior change have had significant impact on the design of effective interventions to prevent drug abuse. This chapter discusses the relationship between epidemiologic and prevention intervention research in five section: (1) a brief history of drug abuse epidemiologic and prevention intervention research; (2) an overview of the epidemiology of drug abuse with an emphasis on the initiation of drug use among children and adolescents; (3) a discussion of the implications of epidemiologic findings for the design of prevention interventions; (4) a review of recent positive findings from prevention intervention research; and (5) a summary of gaps in our knowledge base requiring additional research.