Loading...
Publication
Como ajudar a decidir : matching e persuasão em jogadores de futebol
Authors
Advisor(s)
Abstract(s)
O estudo aqui apresentado incide na aplicação dos modelos de persuasão explorados na literatura no contexto do futebol. Especificamente, na hipótese de matching em persuasão que sugere que o conteúdo de uma mensagem persuasiva pode ser mais ou menos eficaz em função das características individuais do indivíduo recetor. Especificamente, neste estudo pediu-se a jogadores de futebol que recuperassem mentalmente um momento marcante no qual tiveram de tomar uma decisão. Sobre essa decisão pediu-se que o jogador indicasse os elementos que tiveram maior importância na tomada de decisão e qual(ais) o(s) argumento(s) que esse elemento utilizou. Os argumentos foram categorizados como argumentos emocionais ou argumentos racionais. De seguida foram aplicadas duas escalas (Need for Affect e Need for Cognition) para poder avaliar a necessidade de cognição e a necessidade de afeto dos participantes. Foi hipotetizada uma relação entre o tipo de mensagem contida no argumento persuasivo e a confiança na decisão e que esta relação fosse moderada pelas características individuais dos participantes (necessidade de cognição/afeto). As hipóteses não foram confirmadas, porém verificou-se uma relação entre as variáveis proximidade e credibilidade e a variável dependente (confiança). Estas variáveis são associadas a pistas periféricas de persuasão. A necessidade de cognição apresentou uma relação negativa com a necessidade de afeto. Condicionantes de contexto (e.g., o local e ambiente de preenchimento dos questionários) e conteúdo (e.g., recuperação imprecisa da memória autobiográfica) do estudo podem ter estado na origem dos resultados inesperados.
The present study will focus on the application of persuasion models explored in the literature in the context of football. Specifically, in the matching persuasion’s hypothesis that suggests that the content of a persuasive message can be more or less effective in function of the individual characteristics of the receptor. Specifically, in this study it was asked to football players to recall mentally from a scarring moment in which they had to make a decision. In regards to that decision it is asked that the player indicates the factors which had the biggest importance in the decision-making process and which argument(s) said factor used. The arguments were categorized as emotional or rational arguments. Afterwards, two scores (Need for Affect and Need for Cognition) were applied in order to evaluate the needs for affect and cognition of the participants. It was hypothesized a relation between the type of message contained and the confidence in the decision, moderated by individual characteristics of the participants (need for cognition/affect). The hypothesizes were not confirmed, but it was observed a relation between the variables proximity and credibility and the dependent variable (confidence). That variables are linked to peripherical cues of persuasion. The need for cognition showed a negative relation with the need for affect. Context factors (e.g., the place and environmental where the questionnaires were done) and content (e.g., imprecisions on autobiographical memory recall) of the study may be in the origin of the unexpected results.
The present study will focus on the application of persuasion models explored in the literature in the context of football. Specifically, in the matching persuasion’s hypothesis that suggests that the content of a persuasive message can be more or less effective in function of the individual characteristics of the receptor. Specifically, in this study it was asked to football players to recall mentally from a scarring moment in which they had to make a decision. In regards to that decision it is asked that the player indicates the factors which had the biggest importance in the decision-making process and which argument(s) said factor used. The arguments were categorized as emotional or rational arguments. Afterwards, two scores (Need for Affect and Need for Cognition) were applied in order to evaluate the needs for affect and cognition of the participants. It was hypothesized a relation between the type of message contained and the confidence in the decision, moderated by individual characteristics of the participants (need for cognition/affect). The hypothesizes were not confirmed, but it was observed a relation between the variables proximity and credibility and the dependent variable (confidence). That variables are linked to peripherical cues of persuasion. The need for cognition showed a negative relation with the need for affect. Context factors (e.g., the place and environmental where the questionnaires were done) and content (e.g., imprecisions on autobiographical memory recall) of the study may be in the origin of the unexpected results.
Description
Dissertação de Mestrado apresentada no ISPA –
Instituto Universitário para obtenção de grau de Mestre
na especialidade de Psicologia Social e das Organizações
Keywords
Persuasão Necessidade de afeto Necessidade de cognição Confiança na decisão Persuasion Need for affect Need for cognition Confidence in the decision