Effects of Decisional Status and Construal Level on the Persuasiveness of Health-Related Messages and Products.

Gergana Y. Nenkov, Boston College, USA
J. Jeffrey Inman, University of Pittsburgh, USA
We examine the interactive effects of decisional status (pre- or post-decisional) and construal level (describing health-related messages and products by using high- vs. low-level construals) on persuasion and finds that consumers in the pre-decisional (post-decisional) action phase are more persuaded by products and messages described using high-level (low-level) construal.
[ to cite ]:
Gergana Y. Nenkov and J. Jeffrey Inman (2011) ,"Effects of Decisional Status and Construal Level on the Persuasiveness of Health-Related Messages and Products.", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.