Sungeun Chung

Fact Versus Fiction Labeling: Persuasion Parity Despite Heightened Scrutiny of Fact

Two studies investigated the effect of fact or fiction labeling on the processing of advocacy communication. Labeling a communication as fact, rather than fiction, appeared to enhance critical processing (scrutiny). In 2 experiments, 392 students, who were low or high in need for cognition (NC) read a speech (nonnarrative). This discrepant speech, reported to be an actual event or a dramatic creation, enabled variation of label (fact/fiction), argument quality (strong/weak), and personal-outcome relevance (unspecified, Experiment 1; enhanced/reduced, Experiment 2). When personal relevance was unspecified (or reduced), speeches with a fact label instigated scrutiny for low-NC individuals; high-NC individuals engaged in scrutiny regardless of fact/fiction label. Under enhanced relevance, scrutiny was observed regardless of fact/fiction label and NC level. Across the experiments, communications labeled as fact were no more persuasive than those labeled as fiction.

The Comparative Statics and Dynamics of Beliefs: The Effect of Message Discrepancy and Source Credibility

Two models of belief change, Laroches (1977) comparative statics model and the single-push with friction dynamic model (Kaplowitz, Fink, & Bauer, 1983), were combined and tested. Beliefs about two issues (criminal sentencing and tuition increase) were measured every 77 ms, N=95. Eleven time points from each participants belief trajectory were analyzed. Message discrepancy and source credibility were manipulated. As predicted, belief change monotonically increased over time and the rate of belief change decreased for both issues. For the criminal-sentencing issue, the relationship between message discrepancy and belief change was found to be positive and monotonic for messages from a high-credibility source but nonmonotonic for messages from a low-credibility source. For the criminal-sentencing issue the predicted overtime increase of the effect of message discrepancy on belief change for a high-credibility source and an over-time increase of the effect of source credibility on belief change were found.

Sequential Information Integration and Belief Trajectories: An Experimental Study Using Candidate Evaluations

Using an extended model of information integration theory, the sequential information integration model (SIIM), the effects of initially presented information on belief trajectories were investigated. SIIM predicts (a) damped oscillatory trajectories when congruent information and incongruent information are presented alternately; and (b) smaller amplitudes of trajectories when initial beliefs have greater weight. An experiment was conducted that utilized a hypothetical election (N=201). Participants initially received specific (vs. no) information about candidates’ positions on issues and then indicated their evaluation of the candidates 11 times in response to additional pieces of information that were provided over time. As predicted, belief trajectories were found to have damped oscillatory patterns. The amplitude of the trajectories was smaller for participants with strong party identification than for those with weak party identification. Implications of these findings for theories of persuasion and political decision-making are discussed.

Sequential Information Integration and Belief Trajectories II Candidate Evaluation Trajectories in Response to Negative Incongruent Messages

A mathematical function for belief trajectories in response to a series of negative incongruent pieces of information was proposed based on the sequential information integration model (SIIM), and the function was tested in two studies. In Study 1 (N = 167), political candidates’ party affiliation information was given for initial candidate evaluation, and then belief change over time (11 times) in response to a series of negative incongruent information about the candidates was observed. Consistent with the hypothesized mathematical function, in both studies, belief trajectories monotonically decreased. In Study 2 (N = 177), negative incongruent information regarding candidates caused a greater over-time decline in candidate evaluation for those who did not receive initial issue-position information than for those who did receive initial issue-position information, and a greater over-time decline in candidate evaluation for those with weak party identification than for those with strong party identification was observed.

Will mobile virtual network operators succeed in Korea

Purpose – This study aims to analyze how the mobile virtual network operator (MVNO) market in Korea will evolve, the opportunities and/or threats of network operators and how the MVNO market will be forged in the future.Design/methodology/approach – This study provides competitive analysis, market evaluation and current regulatory assessment of the Korean MVNO marketplace.Findings – While there are many positive prospects of MVNO in Korea, a series of complicated techno‐economic issues arise.Practical implications – The current development of MVNO sheds light on the growing challenges of the dynamics of industry, regulation and technology.Social implications – While MVNOs continue to flourish in some markets, their diffusion in other regions is often very limited and continues to drastically decrease.Originality/value – The results suggest a sustainable ecosystem of MVNO and propose an appropriate policy to promote MVNO diffusion.