Mobile Persuasion : Can Screen Size and Presentation Mode Make a Difference to Trust?

Research output: Journal Publications and ReviewsRGC 21 - Publication in refereed journalpeer-review

104 Scopus Citations
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Original languageEnglish
Pages (from-to)45-70
Journal / PublicationHuman Communication Research
Issue number1
Publication statusPublished - 1 Jan 2016
Externally publishedYes


Guided by the Modality, Agency, Interactivity, and Navigability (MAIN) model of technology effects and the heuristic-systematic model (HSM) of information processing, this study explicates underlying mechanisms by which variations in screen size (large vs. small) and presentation mode (video vs. text) contribute to user perceptions of media content on their smartphones. Results from a between-subjects experiment (N=120) indicate that large screen size and video mode promote heuristic processing while small screen size and text mode encourage systematic processing. Heuristic processing leads to greater affective and behavioral trust while systematic processing is associated with cognitive trust. Phantom model analysis reveals the effects of large screen size and video mode on purchase intentions are sequentially mediated by type of information processing and multidimensional trust.

Research Area(s)

  • Heuristic, Heuristic-Systematic Model, MAIN Model, Mobile Advertising, Multidimensional Trust, Persuasion, Phantom Model Analysis, Presentation Mode, Screen Size