When Less Is More: Counter-Attitudinal Appeals Are More Effective When They Are Ignored

Steven Dallas, New York University, USA
Gavan Fitzsimons, Duke University, USA
The current research proposes a novel, counter-intuitive path to increase the effectiveness of counter-attitudinal appeals. Three studies found that counter-attitudinal appeals are more effective when consumers habituate to them. This result contrasts sharply with the common practice of using in-your-face, attention-grabbing appeals.
[ to cite ]:
Steven Dallas and Gavan Fitzsimons (2017) ,"When Less Is More: Counter-Attitudinal Appeals Are More Effective When They Are Ignored", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 91-95.