Imagine Instructions: When Do They Help Or Hurt Persuasion?

Ashley Rae Arsena, University of Texas at San Antonio, USA
R. Justin Goss, University of Texas at San Antonio, USA
David H. Silvera, University of Texas at San Antonio, USA
Frank R. Kardes, Bruce Pfeiffer, University of Cincinnati, USA; University of New Hampshire, USA
Three studies examined conditions under which imagine instructions influence degree of persuasion. Study 1 showed that imagine instructions cause individuals high in need for cognitive closure to form stronger negative attitudes after viewing a negative advertisement. Study 2 showed higher level construals facilitated ability to imagine by increasing adherence to an advertisement message. Study 3 showed an interaction between imagine instructions and promotion focus such that either high promotion focus or imagine instructions resulted in stronger positive attitudes in relation to a positive advertisement message.
[ to cite ]:
Ashley Rae Arsena, R. Justin Goss, David H. Silvera, and Frank R. Kardes, Bruce Pfeiffer (2010) ,"Imagine Instructions: When Do They Help Or Hurt Persuasion? ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 751-752 .