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JOURNAL OF ACCOUNTING AND FINANCE

Exploring the Cognitive Effects of Persuasive Messaging on Students’

Perceptions about Accounting

Author(s): Joseph C. Ugrin, Darla Honn, Heber Garcia, Richard L. Ott

Citation: Joseph C. Ugrin, Darla Honn, Heber Garcia, Richard L. Ott, (2013) "Exploring the Cognitive Effects of Persuasive Messaging on Students’ Perceptions about Accounting," Journal of Accounting and Finance, Vol. 13, Iss. 4, pp. 23 - 39

Article Type: Research paper

Publisher: North American Business Press

Abstract:

One reason students do not major in accounting is the perception that accounting is dull and boring.

Through the lens of media richness theory, this study explores how perceptions can be changed by

promotional media. The results show that promotional media aimed at perception change can influence

perceptions about accounting if the message is presented with rich media that incorporates auditory and

visual stimuli. Positive changes in perception occurred through an affective response which influenced

perception directly, and influenced perception indirectly through increased involvement with the details

of the message. The results of the study offer theoretical and practical contributions.