4.3 Article

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

Journal

HUMAN COMMUNICATION RESEARCH
Volume 42, Issue 1, Pages 45-70

Publisher

OXFORD UNIV PRESS INC
DOI: 10.1111/hcre.12064

Keywords

Persuasion; Mobile Advertising; Screen Size; Presentation Mode; MAIN Model; Heuristic-Systematic Model; Heuristic; Multidimensional Trust; Phantom Model Analysis

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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.

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