Peripheral persuasion and brand choice
Article Abstract:
Although the impact of peripheral advertising cues on postcommunication attitudes has received considerable attention in the research literature, less consideration has been given to whether such persuasion affects behavior. This research examines the potential for peripheral persuasion to influence brand choice as a function of the degree of differentiation among choice alternatives. The results from three experiments show that peripheral advertising cues can affect brand choice but that the extent of this influence depends on the particular brand-relevant information available at the time of choice. These findings substantiate the usefulness of peripheral persuasion tactics for modifying consumer choice. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1992
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Effects of self-referencing on persuasion
Article Abstract:
Two experiments manipulate self-referencing by varying copy writing strategy. It is found that increasing self-referencing increases message elaboration and can increase persuasion when message arguments are strong. However, when self-referencing is increased in the presence of other variables that also enhance elaboration, the favorable effect of self-referencing on persuasion is moderated or reversed. A two-factor explanation is employed to generate predictions and account for results. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1995
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