| Abstract: | Multimedia computing is being heralded as the next great evolution in the computing environment. The worldwide market for multimedia products is expected to grow from $6.4 billion in 1990 to $24.1 billion in 1994 (Gale, 1990). Development of multimedia applications is progressing at a far greater pace than supporting research. The impact of multimedia technology on organizations has not been considered in MIS research to date. While many different types of communications occur in organizations, persuasive communications are one of the more prevalent For example, business meetings abound with persuasive tactics, company promotional materials seek to build strong public images, marketing campaigns strive to affect consumer behavior, safety programs attempt to moderate employee work habits, and industry representatives try to influence legislative processes. Organizations are turning to multimedia technology, with its vast audio and visual capabilities, to improve the effectiveness of persuasive communications. At present, the cost of producing multimedia applications is quite substantial, forcing organizations to commit large sums of money and time to their development. The question of how best to use this technology in persuasive messages, however, is still unanswered. This study, therefore, investigated the ability of multimedia presentations to persuade. Specifically, the study examined the effect of presentation format on the attitude change of message recipients with either a low or high degree of personal involvement with the message issue. Two presentation formats were used: a printed brochure and a multimedia computer kiosk. A laboratory setting was the method of study for the investigation. Results of the study found that the multimedia format was more persuasive in both cases of issue involvement. That is, regardless of whether the subjects were interested in the persuasive issue, the multimedia presentation had a more positive effect on attitude change. Furthermore, the multimedia kiosk was significantly more popular than its printed counterpart. Finally, results suggest that the vividness factor of the presentations was an important factor in both attitude change and user satisfaction. |
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