14-L: the Effect of Stress on the Persuasiveness of (Central Vs. Peripheral) Advertising Messages

Shirish Panchal, Wilfrid Laurier University, Canada
Dr. Tripat Gill, Wilfrid Laurier University, Canada
Dr. Zhenfeng Ma, Wilfrid Laurier University, Canada
The present research is the first study to examine the effect of stress on the persuasiveness of two key types of advertising messages (central vs. peripheral). Contrary to the negative connotation of stress, we show the beneficial effect of moderate stress on information processing and its downstream effect.
[ to cite ]:
Shirish Panchal, Dr. Tripat Gill, and Dr. Zhenfeng Ma (2017) ,"14-L: the Effect of Stress on the Persuasiveness of (Central Vs. Peripheral) Advertising Messages", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1052-1052.