Unveiling the influence of persuasion strategies on cognitive engagement: an ERPs study on attentional search

Abstract

The objective of this study was to explore the impact of different persuasive strategies, as delineated in the Elaboration Likelihood Model (ELM), on attentional processes using event-related potentials (ERPs).IntroductionThis study aimed to investigate how central versus peripheral persuasion methods, delivered through rational and emotional persuasion strategies, influence cognitive engagement and information processing during visual search tasks.MethodsParticipants were allocated into four groups based on the media type (video vs. text) and the persuasion route (central vs. peripheral). The early and late stages of attentional processing were examined through the N1, P2, and P3 ERP components.ResultsThe results demonstrated a pronounced N1 amplitude in response to text-based peripheral persuasion, indicating enhanced early attentional engagement. Additionally, parallel search tasks revealed a larger P3 amplitude for central versus peripheral routes, suggesting significant cognitive resource allocation during tasks requiring higher attention.DiscussionThese findings underscore the nuanced role of persuasive strategies in modulating attentional resources and cognitive processing. The study offers insights into designing more effective communication messages and highlights the potential for tailored persuasion approaches to influence audience engagement and information processing, with implications for public health campaigns and beyond.