Nolte J, Hanoch Y, Wood SA, Reyna VF. Compliance with mass marketing solicitation: The role of verbatim and gist processing.
Brain Behav 2021;
11:e2391. [PMID:
34662495 PMCID:
PMC8613425 DOI:
10.1002/brb3.2391]
[Citation(s) in RCA: 2] [Impact Index Per Article: 0.7] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Journal Information] [Submit a Manuscript] [Subscribe] [Scholar Register] [Received: 07/17/2021] [Accepted: 09/27/2021] [Indexed: 12/04/2022] Open
Abstract
INTRODUCTION
Mass marketing scams threaten financial and personal well-being. Grounded in fuzzy-trace theory, we examined whether verbatim and gist-based risk processing predicts susceptibility to scams and whether such processing can be altered.
METHODS
Seven hundred and one participants read a solicitation letter online and indicated willingness to call an "activation number" to claim an alleged $500,000 sweepstakes prize. Participants focused on the solicitation's verbatim details (hypothesized to increase risk-taking) or its broad gist (hypothesized to decrease risk-taking).
RESULTS
As expected, measures of verbatim-based processing positively predicted contact intentions, whereas measures of gist-based processing negatively predicted contact intentions. Contrary to hypotheses, experimental conditions did not influence intentions (43% across conditions). Contact intentions were associated with perceptions of low risk, high benefit, and the offer's apparent genuineness, as well as self-reported decision regret, subjective vulnerability to scams, and prior experience falling for scams.
CONCLUSIONS
Overall, message perceptions and prior susceptibility, rather than experimental manipulations, mattered in predicting scam susceptibility.
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