False But Persuasive Information: the Automatic Success of Infomercials

Claudiu Dimofte, San Diego State, USA
Richard Yalch, University of Washington, USA
Kyra Wiggin, University of Washington, USA
Infomercials often succeed because they stimulate a curious nonbelief that operates differently at explicit and implicit levels. Explicitly, consumers are curious but reject the product claims. Implicitly, they are both curious and accept the claims. Discounting cues presented before but not after the message counter the implicit effect.
[ to cite ]:
Claudiu Dimofte, Richard Yalch, and Kyra Wiggin (2012) ,"False But Persuasive Information: the Automatic Success of Infomercials", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1059-1060.