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      Effect of persuasion via social media on attitude toward elite sport policies

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      Social Behavior and Personality: an international journal
      Scientific Journal Publishers Ltd

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          Abstract

          We examined the effect of different persuasion interventions in social media (central route vs. peripheral route vs. no persuasion) on attitude toward elite sport policies. We conducted 2 experimental studies with a college student sample (Study I) and a sample drawn from the general public (nonstudent sample, Study II). Results indicated that in the student sample, attitude of the peripheral-route-persuasion group toward elite sport policies was significantly more positive than that of either the no-persuasion group or the central-route-persuasion group. However, results from the nonstudent sample suggested that both the central-route-persuasion and peripheral-route-persuasion groups had more positive attitude toward elite sport policies than did the nopersuasion group. Involvement did not moderate the persuasion–attitude relationship in either the student or nonstudent sample. The findings from this research indicate that a more concise way of communication (peripheral route) is more effective for persuading college students. Government agents may adopt the findings from this research to customize persuasion interventions to influence their target audience effectively.

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          Author and article information

          Journal
          Social Behavior and Personality: an international journal
          soc behav pers
          Scientific Journal Publishers Ltd
          0301-2212
          March 03 2020
          March 03 2020
          : 48
          : 3
          : 1-9
          Article
          10.2224/sbp.8709
          d423c52c-3c74-4730-a80c-12da09bfe64f
          © 2020
          History

          Psychology,Social & Behavioral Sciences,General behavioral science,Family & Child studies,Development studies

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