Summary:
Psychological reactance, and a factor that leads to failed persuasion.
State empathy, the process by which we understand others and triggers automatic and somatic representations, is negatively associated with psychological reactance. Thus, a business can benefit from empathizing with their target market in order to seem warm, sympathetic, and understanding.
Key lines:
"Results showed that state empathy has unique contribution to predicting persuasion outcomes above and beyond the individual’s affective and cognitive responses to the messages. In addition, state empathy also has an indirect effect on persuasion via mitigating psychological reactance."
"The property of state empathy as being automatic and associative suggests that it could facilitate automatic and heuristic processing as well. Without a measure of heuristic processing, however,
it is impossible to explore this possibility in the current study."
Key Questions:
The Experiment: PSA announcements-
(a) state empathy has a positive
direct impact on persuasion, (b) state empathy also enhances persuasion by mitigat-
ing psychological reactance, and (c) such impact on persuasion from state empathy is
above and beyond that from the individuals’ own affective and cognitive responses to
the persuasive messages
Sample Size: n =289
Issues with the study?
solid.
Problems we need to solve?
1. How do we write copy that induces state-empathy?
How can we use this for cerebrum?
1. Copywriting consulting and implementation for our clients.
Thus we are paid two-fold.
2. Blend empathy interviews from design thinking and
Citation:
Shen, L. (2010). Mitigating Psychological Reactance: The Role of Message-Induced Empathy in Persuasion. Human Communication Research, 36(3), 397-422. doi:10.1111/j.1468-2958.2010.01381.x
Psychological reactance, and a factor that leads to failed persuasion.
State empathy, the process by which we understand others and triggers automatic and somatic representations, is negatively associated with psychological reactance. Thus, a business can benefit from empathizing with their target market in order to seem warm, sympathetic, and understanding.
Key lines:
"Results showed that state empathy has unique contribution to predicting persuasion outcomes above and beyond the individual’s affective and cognitive responses to the messages. In addition, state empathy also has an indirect effect on persuasion via mitigating psychological reactance."
"The property of state empathy as being automatic and associative suggests that it could facilitate automatic and heuristic processing as well. Without a measure of heuristic processing, however,
it is impossible to explore this possibility in the current study."
Key Questions:
The Experiment: PSA announcements-
(a) state empathy has a positive
direct impact on persuasion, (b) state empathy also enhances persuasion by mitigat-
ing psychological reactance, and (c) such impact on persuasion from state empathy is
above and beyond that from the individuals’ own affective and cognitive responses to
the persuasive messages
Sample Size: n =289
Issues with the study?
solid.
Problems we need to solve?
1. How do we write copy that induces state-empathy?
How can we use this for cerebrum?
1. Copywriting consulting and implementation for our clients.
Thus we are paid two-fold.
2. Blend empathy interviews from design thinking and
Citation:
Shen, L. (2010). Mitigating Psychological Reactance: The Role of Message-Induced Empathy in Persuasion. Human Communication Research, 36(3), 397-422. doi:10.1111/j.1468-2958.2010.01381.x