Information Processing Theory and Language Intensity Applied to Emoticons Use

Theoretical Background and research questions/hypothesis:  Language intensity is communicated through the content and word choice. An individual can further intensify the language by manipulating the emotionality and specificity (Hamilton & Stewart, 1993). As the object manipulated stays in one’s conscious for longer, the attitude toward the object is more likely to shift or strengthen. Along with language intensity, the source credibility plays an important role in attitude change. Credible source has a better likelihood of changing a receiver’s attitude as opposed to an individual who lacks credibility. A four-step chain is activated when message intensity is manipulated leading to an effect on dynamism, carrying over to source competence and then trustworthiness. Manipulating these variables can predict successful attitude change and behavioral intentions. This is the basic premise of information processing theory of persuasive communication.  H1: Emoticons will increase language intensity and lead to increased credibility of the familiar source but not the unfamiliar source. H2: Charisma will positively related to credibility H3: Credibility will positively related to behavioral intentions

Methods:  A total of 382 participants completed an online experiment between 18 and 25 years old. Participants were assigned to one of four conditions where insertion of emotions (language emotionality) and source of the email (credibility) were manipulated. The email invited the participants to take part in the Relay for Life event or to donate a dollar amount to the cause. After viewing the stimulus, participants are asked to answer a battery of questions related to mentioned variables and intentions to comply with the request.

Results:  The results of the study found no significant effects of a text only message from an unfamiliar source on charisma, credibility, or behavioral intentions (r= -.036, -.049, -.087, p= ns). However, the use of emoticons, which was used to manipulate language intensity of the unfamiliar source had significantly positive correlation with all three variables (r= .121, .155, .162, p< .05). Effects of manipulated language intensity from a familiar source the results showed insignificant effects on charisma and credibility but a negative effect on behavioral intention (r= .066, .044, -.113, p< .05). Removing the manipulation caused a significant negative effect on charisma and credibility (r= -.159, -.165, p< .05), but had no significant effects on behavioral intention. Hypotheses 2 and 3 were both strongly supported. For all conditions charisma had a strong positive effect on source credibility with a strong positive correlation with behavioral intention.

Conclusions:  The findings of this study are in line with prior theory proposed. Emoticons increase the language intensity in the persuasive message. Additionally, charisma and credibility are positively relationship and credibility in turn influences behavioral intentions.

Implications for research and/or practice:  Language intensity by inserting emoticons can be increased in print advertisements, which in turn can lead to a sense of increased charisma and credibility. Healthcare brochures may utilize emoticons to increase behavioral intentions to get tested for various STDs. Future studies can look at usage of emoticons using different communication channels such as text messages, and print media.