John R. Sparks

An investigation of the effects of language style and communication modality on persuasion

Using the Heuristic‐Systematic Model as a theoretical basis, this study replicates, extends, and integrates previous research on communication modality (i.e., print vs. audio vs. audiovisual) and power of language style (POS). Specifically, it focuses on the extent to which communication modality moderates the effects of powerful versus powerless language styles on (1) evaluations of the speaker and (2) attitudes toward the speakers recommendation. It supports the hypothesis that modality moderates the effects of POS on the latter but not the former. Additionally, the results indicate that systematic information processing is used to form attitudes toward a recommendation when arguments are presented in writing, whereas audio and audiovisual modes appear to encourage the use of speaker‐related heuristics to form opinions about the speakers recommendations.

The effects of sales presentation quality and initial perceptions on persuasion: a multiple role perspective

Abstract To explore the issue of style over substance during initial contact between salesperson and prospect, the authors introduce the construct, sales presentation quality, to capture the skill with which sales presentations are actually delivered. Drawing upon the communications literature, the authors conceptualize sales presentation quality in terms of the power of a salespersons language, then compare its effects on persuasion relative to those produced by the quality of the presentations arguments. Using the elaboration likelihood model (ELM) as a theoretical basis, the authors develop hypotheses that presentation quality style will influence audience attitude as a simple persuasion cue and as an inhibitor/enhancer of argument-related thinking. The results of two experiments generally support these predictions. Additionally, the data support a third role for presentation quality predicted by the ELM; presentation quality itself serves as a relevant argument. Participants appear to use language style as a basis for making inferences about the salesperson, which in turn affects their attitudes toward the salespersons proposal. Theoretical implications of these findings are discussed.

Socialization Communication, Organizational Citizenship Behaviors, and Sales in a Multilevel Marketing Organization

Multilevel marketing organizations (MLMs) are a rapidly growing but often controversial marketing organizational type boasting nearly 10 million members and over

Recognition-based measures of ethical sensitivity and reformulated cognitive moral development: An examination and evidence of nomological validity

20 billion in annual sales. The success of the MLM business model rests largely on forming cooperative social networks of member distributors. Socialization of new members to the norms and values of the MLM plays a key role in eliciting that cooperative behavior. However, the member cooperation that produces successful networks may inhibit the financial performance of individual distributors. Drawing upon social identity theory, this study investigates whether communication of the MLM’s behavioral norms during the socialization of members affects the degree to which members cooperate with each other and how that cooperation affects the sales performance of individual distributorships. The results of a survey of MLM members suggest that both effects occur. Socialization communication positively affects member cooperation, which produces direct and indirect effects on sales. Cooperation, measured by several organizational citizenship behaviors, exerts a positive direct effect on sales, but a negative indirect effect when the relationship is mediated by group cohesion.

Judgment Difficulty and the Moral Intensity of Unethical Acts: A Cognitive Response Analysis of Dual Process Ethical Judgment Formation

Because most prominent theories of ethical decisionmaking posit that the process begins with anindividuals recognition of the ethical issuesinherent in a decision situation, and is followed bysome degree of individual cognitive processing, theconstructs ethical sensitivity and cognitive moraldevelopment assume great importance in the study ofbusiness ethics. Two recent developments in theethics literature suggest that these two constructswarrant additional examination. First, is the use ofrecognition-based measures of ethical sensitivity;second is the development of a new index for theprincipal measure of cognitive moral development, theDefining Issues Test. In this paper, the authorsexamine issues of nomological validity related tothese two constructs in light of these recentdevelopments. Results of an empirical study showstrong support for the new index of cognitive moraldevelopment, but likely because of samplecharacteristics, support for the ethical sensitivitymeasure is inconclusive.

Explaining the effects of transformational leadership: an investigation of the effects of higher‐order motives in multilevel marketing organizations

This study analyzes cognitive responses to explore a dual processing perspective of ethical judgment formation. Specifically, the study investigates how two factors, judgment task difficulty and moral intensity, influence the extent of deontological and teleological processing and their effects on ethical judgments. A single experiment on 110 undergraduate research participants found that judgment task difficulty affected the extent of deontological and teleological processing. Although moral intensity affected ethical judgments, it did not produce effects on either deontological or teleological cognitive responses. Results did not support the hypotheses that deontological and teleological cognitive responses would mediate the relationships between the experimental factors and ethical judgments. Overall, the results support continued research of factors that affect the nature of information processing in ethical decision situations and the use of cognitive response analysis as a tool for conducting this research.