Receptive to bad reception: Jerky motion can make persuasive messages more effective

Authors:
Himalaya Patel;Lauren C. Bayliss;James D. Ivory;Kendall Woodard;Alexandra Mccarthy;Karl F. Macdorman
Affiliations:
School of Informatics and Computing, Indiana University, Indianapolis, IN, USA;College of Journalism and Communications, University of Florida, Gainesville, FL, USA;Department of Communication, Virginia Tech, Blacksburg, VA, USA;Office of Emergency Management, Virginia Tech, Blacksburg, VA, USA;Department of English, Virginia Tech, Blacksburg, VA, USA;School of Informatics and Computing, Indiana University, Indianapolis, IN, USA
Venue:
Computers in Human Behavior
Year:
2014

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Abstract

When used deliberately in television and film, jerky motion captures attention. However, it can be distracting in the movements of characters in digital video. To what extent does this kind of jerkiness influence message processing? Based on a limited-capacity model of message processing, jerky character motion was predicted to increase compliance to a persuasive message. The present experiment manipulated the jerkiness of an actor's movements in a computer-delivered video to examine its effect on responses to a hypothetical medical scenario. Jerkiness, whether subtle or obvious, increased self-reported compliance. It also decreased heart rate variability, indicating attentional mediation. Though counterintuitive, these findings indicate that jerky character motion can make computer-mediated messages more persuasive.