Effects of rhetorical devices on audience responses with online videos: An augmented elaboration likelihood model

Guangchao Charles Feng, Yiwen Luo, Zhenwei Yu and Jinlang Wen

PLOS ONE, 2023, vol. 18, issue 3, 1-16

Abstract: The way in which information is linguistically presented can impact audience attention, emotion, and cognitive responses, even if the content remains unchanged. The present study aims to examine the effects of rhetorical devices on audience responses by introducing a new theoretical framework, the augmented elaboration likelihood model (A-ELM), which integrates elements of the Elaboration Likelihood Model and narrative theory. The results show that the mediation effects of attention on the relationships between rhetorical devices and affective and cognitive elaborations are moderated by involvement. Nonnarrative evidence, combined narrative and numerical evidence, source credibility, and tropes versus the lack of figures of speech, elicit better audience responses in low-involvement situations, whereas numerical evidence outperforms narratives in high-involvement situations. This study not only offers a novel theoretical framework in the form of A-ELM, but also has important implications for advancing methodologies and practical applications.

Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0282663 (text/html)
https://journals.plos.org/plosone/article/file?id= ... 82663&type=printable (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:plo:pone00:0282663

DOI: 10.1371/journal.pone.0282663

Access Statistics for this article

More articles in PLOS ONE from Public Library of Science
Bibliographic data for series maintained by plosone ().