Using the PAD (Pleasure, Arousal, and Dominance) Model to Explain Facebook Attitudes and Use Intentions
Keywords:
Facebook, Social Media, PADAbstract
This study examines the power of the PAD (pleasure, arousal, and dominance) model in explaining user attitudes toward the Facebook experience and intentions with regard to its continued use. The findings suggest that the PAD model does in fact explain a significant amount of the variation in attitudes toward Facebook use. Dominance has a direct and positive impact on both arousal and pleasure. Arousal also has a direct and positive impact on pleasure. Pleasure positively impacts attitudes toward Facebook use which in turn positively affects future use intentions with regard to Facebook. The implications of these relationships are discussed and suggestions for future research are provided.References
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Bagozzi, R. P., Baumgartner, H., & Yi, Y. (1992). State versus action orientation theory of reasoned action; an application to coupon usage. Journal of Consumer Research, 18, 505-518.
Baker, J., Levy, M., & Grewal, D. (1992). An experimental approach to making retail store environmental decisions. Journal of Retailing. 68, 445-460.
Bakker, I., van der Voordt, T., Vink, P., & de Boon, J. (2014). Pleasure, arousal, dominance: Mehrabian and Russell revisited. Current Psychology. 33, 405-421.
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Carpenter, C. (2012). Narcissism on Facebook: Self-promotional and anti-social behavior. Personality and Individual Differences, 52, 482-486.
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Ward, J. C., & Barnes, J. W. (2001). Control and affect: the influence of feeling in control of the retail environment on affect, involvement, attitude, and behavior. Journal of Business Research, 54(2), 139-144.
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Yani-de-Soriano, M. M., & Foxall, G. R. (2006). The emotional power of place: the fall and rise of dominance in retail research. Journal of Retailing and Consumer Services. 13, 403-416.
Amichai-Hamburger, Y., & Vinitzky, G. (2010). Social network use and personality. Computers in Human Behavior, 26, 1289-1295
Bagozzi, R. P., Baumgartner, H., & Yi, Y. (1992). State versus action orientation theory of reasoned action; an application to coupon usage. Journal of Consumer Research, 18, 505-518.
Baker, J., Levy, M., & Grewal, D. (1992). An experimental approach to making retail store environmental decisions. Journal of Retailing. 68, 445-460.
Bakker, I., van der Voordt, T., Vink, P., & de Boon, J. (2014). Pleasure, arousal, dominance: Mehrabian and Russell revisited. Current Psychology. 33, 405-421.
Bump, P. (2016, May 9). Did Facebook bury conservative news? Ex-staffers say yes. The Washington Post. Retrieved from http://www.washingtonpost.com.
Burke, M., Kraut, R., & Marlow, C. (2011). Social capital on Facebook: Differentiating uses and users. Annual Conference on Human Factors in Computing Systems, Vancouver, BC.
Carpenter, C. (2012). Narcissism on Facebook: Self-promotional and anti-social behavior. Personality and Individual Differences, 52, 482-486.
Chang, S., Chih, W., Liou, D., & Hwang, L. (2014). The influence of web aesthetics on customers’ PAD. Computers in Human Behavior, 36, 168-178.
Cheung, C., Chiu, P., & Lee. M. (2011). Online social networks: Why do students use facebook? Computers in Human Behavior, 27(4), 1337-1343.
Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere: an environmental psychology approach. Journal of Retailing, 58 (Spring), 34-57.
Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A. (1994). Store atmosphere and purchasing behavior. Journal of Retailing, 70(3), 283-294.
Duggan, M. (2015, August). Mobile messaging and social media-2015. Pew Research Center. Available at: http://www.pewinternet.org/2015/08/19/mobile-messaging-and-social-media-2015/.
Dwyer, C., Hiltz, S., & Passerini, K. (2007). Trust and privacy concern within social networking sites: A comparison of Facebook and MySpace. Proceedings of the Thirteenth Americas Conference on Information Systems, Keystone, CO (August).
Havlena, W. J., & Holbrook, M. B. (1986). The varieties of consumption experience: comparing two typologies of emotion in consumer behavior. Journal of Consumer Research, 13, 394-404.
Hoffman, D. L., Novak, T. P., & Stein, R. (2013). The digital consumer. In R. Belk & R. llamas (Eds.). The Routledge guide to digital consumption. (pp. 28-38). Taylor and Francis Group.
Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14, 404-420.
Hsieh, J., Hsieh, Y., Chiu, H., & Yang, Y. (2014). Customer response to web site atmospherics: task relevant cues, situational involvement and PAD. Journal of Interactive Marketing, 28, 225-236.
Hughes, D., Rowe, M., Batey, M., & Lee, A. (2012). A tale of two sites: Twitter vs. Facebook and the personality predictors of social media usage. Computers in Human Behavior, 28, 561-569.
Hui, M. K., & Bateson, J. G. (1991). Perceived control and the effects of crowding and consumer choice on the service experience. Journal of Consumer Research, 18(2), 174-184.
Isaac, M. & Ember, S. (2016, June 29). Facebook to change news feed to focus on friends and family. The New York Times. Retrieved from http://www.nytimes.com.
Isaac, M. (2016, Nov. 22). Facebook said to create censorship tool to get back into China. The New York Times. Retrived from http://www.nytimes.com.
Koo, D., & Lee, J. (2011). Inter-relationships among dominance, energetic and tense arousal, and pleasure, and differences in their impacts under online and offline environment. Computers in Human Behavior, 27, 1740-1750.
Kulviwat, S., Brunner, G. C., Kumar, A., Nasco, S. A., & Clark, T. (2007). Toward a unified theory of consumer acceptance technology. Psychology and Marketing, 24(12), 1059-1084.
Lariscy, R. W., Tinkham, S. F., & Sweetser, K. D. (2011). Kids these days: Examining differences in political uses and gratifications, internet political participation, political information efficacy, and cynicism on the basis of age. American Behavioral Scientist, 55(6), 749-764.
Luckerson, V. (2015, July 9). Here’s how Facebooks’ news feed actually works. Time. Retrieved from http://time.com.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cambridge, MA: MIT Press.
Moore, K., & McElroy, J. (2012). The influence of personality on Facebook usage, wall postings, and regret. Computers in Human Behavior, 28, 267-274.
Nadkarni, A., & Hofmann, S. (2012). Why do people use Facebook? Personality and Individual Differences, 52(3), 243-249.
Novak, T. P. (2008). The social web. Marketing Science Institute Immersion Conference. Boston MA. October 14-15.
Rafaeli, E., & Revelle, W. (2006). A premature consensus: are happiness and sadness truly opposite effects? Motivation and Emotion, 30, 1-12.
Ross, C., Orr, E. S., Sisic, M., Arseneault, J. M., Simmering, M. G., & Orr, R. R. (2009). Personality and motivations associated with Facebook use. Computers in Human Behavior, 25, 578-586.
Ryan, T., & Xenos, S. (2011). Who uses Facebook? An investigation into the relationship between the Big Five, shyness, narcissism, loneliness, and Facebook usage. Computers in Human Behavior, 27, 1658-1664.
Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: a review of the experimental evidence. Journal of Business Research, 49, 193-211.
Ward, J. C., & Barnes, J. W. (2001). Control and affect: the influence of feeling in control of the retail environment on affect, involvement, attitude, and behavior. Journal of Business Research, 54(2), 139-144.
Whiting, A., & Williams, D. (2013). Why people use social media: A uses and gratifications approach. Qualitative Market Research: An International Journal, 16(4), 362-369.
Wilson, R. E., Gosling, S. D., & Graham, L. T. (2012). A review of Facebook research in the social sciences. Perspectives on Psychological Science, 7(3). 203-220.
Yani-de-Soriano, M. M., & Foxall, G. R. (2006). The emotional power of place: the fall and rise of dominance in retail research. Journal of Retailing and Consumer Services. 13, 403-416.
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