Publication Type

PhD Dissertation

Version

publishedVersion

Publication Date

4-2026

Abstract

Business presentations have long been a cornerstone of persuasion in business-to-business (B2B) markets. Yet, the rapid shift to virtual communication in the wake of the COVID-19 pandemic has left managers to grapple with a pressing question: Do online presentations measure up to traditional in-person meetings, or can asynchronous formats like brochure-only communication truly take the place of real-time pitching? While this question has clear relevance for everyday business practice, there is still relatively little empirical research to guide these decisions.

This dissertation draws on the Elaboration Likelihood Model (ELM) to suggest that the way information is delivered shapes how people process persuasive messages. Specifically, different presentation formats can affect how well recipients are able to stay focused and mentally engage with a value proposition—factors that, in turn, influence what people are willing to do next.

To explore these ideas, the dissertation uses a two-study approach. Study 1 looks at how delivery mode influences neurocognitive processing by comparing live and online presentations of the same value proposition, measuring audience responses with EEG technology. The findings show a trade-off: online presentations lead to higher sustained attention, while live sessions spark deeper cognitive engagement. Study 2 builds on this by comparing all three delivery formats—live, online, and brochure-only—to see how they affect outcomes based on the AIDA framework (Attention–Interest–Desire–Action). Here, delivery mode clearly shapes key persuasion outcomes: brochure-only communication consistently comes up short, while the distinctions between live and online presentations are more subtle.

Taken together, these findings offer a more complete picture of how communication format, neurocognitive processing, and persuasion outcomes connect in B2B settings. By bringing together neuroscientific measures and behavioural outcomes, this dissertation deepens our understanding of how delivery choices shape the power of persuasive messages. The insights also provide managers with practical guidance on how to select and sequence presentation formats when presenting value propositions to potential customers.

Keywords

Attention, Engagement, AIDA Model, EEG, B2B Business, Field Experiment

Degree Awarded

Doctor of Business Administration (Innovation)

Discipline

Business and Corporate Communications | Marketing

Supervisor(s)

CHANG, Han-Wen Hannah

First Page

1

Last Page

175

Publisher

Singapore Management University

City or Country

Singapore

Copyright Owner and License

Author

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