Increasing Persuasion, Reducing Resistance: Maximizing the Efficacy of Persuasive Appeals For Aesthetic Product Consumption

Elyria Kemp, University of Arkansas, USA
Elizabeth H. Creyer, University of Arkansas, USA
This study examined the effectiveness of using both Alpha and Omega persuasive message appeals in a consumption domain where certain segments of consumers, such as college-aged students, express or exhibit some degree of resistance—attending the symphony orchestra. Two studies in this paper assess the efficacy of persuasive appeals directed toward young adults in encouraging them to attend the symphony orchestra. Findings indicate that addressing the resistance that this segment might have toward attending the symphony can maximize the effectiveness of persuasive appeals. Implications for marketing managers at symphony orchestras as well as those responsible for developing marketing communications for products that are emotionally provocative, hedonic and experiential in nature are discussed.
[ to cite ]:
Elyria Kemp and Elizabeth H. Creyer (2007) ,"Increasing Persuasion, Reducing Resistance: Maximizing the Efficacy of Persuasive Appeals For Aesthetic Product Consumption", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 337-339.