Effects of word-of-mouth and product-attribute information on persuasion: an accessibility-diagnosticity perspective

Article Abstract:

The effects of word-of-mouth (WOM) communications and specific attribute information on product evaluations were investigated. A face-to-face WOM communication was more persuasive than a printed format (experiment 1). Although a strong WOM effect was found, this effect was reduced or eliminated when a prior impression of the target brand was available from memory or when extremely negative attribute information was presented (experiment 2). The results suggest that diverse, seemingly unrelated judgmental phenomena - such as the vividness effect, the perseverance effect, and the negativity effect - can be explained through the accessibility-diagnosticity model. (Reprinted by permission of the publisher.)

Analysis, Usage, Advertising, Advertising research

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The role of the need for cognitive closure in the effectiveness of the disrupt-then-reframe influence technique

Article Abstract:

The effect of the need for cognitive closure (NFCC) on the disrupt-then-reframe (DTR) influencing technique is examined in three experiments. The effect of DTR increases as NFCC increases and that disruption causes consumers to embrace reframed messages to remove ambiguity.

United States, Netherlands, Science & research, Consumer Behavior, Sales Promotion, Research, Methods, Influence, Sales promotions, Certainty, Ambiguity, Consumer behaviour, Report

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