Abstract

This study determined what types of appeals were more likely to gain compliance in telemarketing calls using two samples of adults and seniors. Eight different conditions were tested with combinations of greeting messages, tones of voice, and rewards offered. Significant differences were found in favor of using an eager greeting message and aggressive tone of voice. A vigilant greeting message and an aggressive tone of voice produced the greatest number of hang ups. A significant difference was found between offering a reward or not in the pitch for seniors but not for adults. Results provide support for using the peripheral route of the elaboration likelihood model thus favoring cues rather than arguments to increase receptivity to telemarketing calls.

Publication Date

12-10-2013

Document Type

Thesis

Student Type

Graduate

Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

Department of Communication (CLA)

Advisor

Rudy Pugliese

Advisor/Committee Member

Andre Bailey

Comments

Physical copy available from RIT's Wallace Library at HF5415.1265 .D43 2013

Campus

RIT – Main Campus

Plan Codes

COMMTCH-MS

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