“The Impact of Social Cues on Message Persuasiveness: the Role of Time Horizon Perspective”

Anne-Laure Sellier, New York University, USA
Vicki Morwitz, New York University, USA
We investigate the impact of emotional support social cues on the evaluations of persuasive messages. Following Socioemotional Selectivity Theory (SST, Carstensen 1993), the results of four experiments suggest that social cues positively impact evaluations only when they are congruent with consumers’ activated social goals (controlling for the message emotionality). In contrast, extending SST, we find the presence of an incongruent social cue is disinstrumental to activated social goals, and therefore adversely affects persuasion. An incongruent social cue leads to even lower evaluations than a neutral cue.
[ to cite ]:
Anne-Laure Sellier and Vicki Morwitz (2009) ,"“The Impact of Social Cues on Message Persuasiveness: the Role of Time Horizon Perspective”", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 64-67.