The Early Bird Gets the Worm: the Effect of Habituation on the Effectiveness of Counter-Attitudinal Appeals

Steven Dallas, New York University, USA
Gavan Fitzsimons, Duke University, USA
In a lab study and a field study, the current research finds that counter-attitudinal persuasive appeals can have a greater impact on behavior after people habituate to them. This flies in the face of current practice, which typically involves making counter-attitudinal appeals as in-your-face and attention-grabbing as possible.
[ to cite ]:
Steven Dallas and Gavan Fitzsimons (2016) ,"The Early Bird Gets the Worm: the Effect of Habituation on the Effectiveness of Counter-Attitudinal Appeals", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 726-726.