Top 10 Lists: Public Ads That Hurt the Cause

Kimberlee Weaver, Virginia Tech, USA
Stefan Hock, Virginia Tech, USA
Stephen Garcia, University of Michigan, USA
Three studies examine the Presenter’s Paradox (Weaver, Garcia, and Schwarz 2012) in the context of healthy and social behavior. Our results show that Top 10 lists (e.g., “Top 10 Reasons to Quit Smoking”) can reduce rather than enhance people’s likelihood to adopt healthy lifestyles or make desired social decisions.
[ to cite ]:
Kimberlee Weaver, Stefan Hock, and Stephen Garcia (2013) ,"Top 10 Lists: Public Ads That Hurt the Cause", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.