It’S All in the Mindset: Effects of Varying Psychological Distance in Persuasive Messages

The persuasive impact of messages can be maximized if their framing is matched to where target consumers are in their decision making process at the time they evaluate the message, so that consumers who are in the pre- versus post-decisional phase of decision-making are more likely to be persuaded by messages framed using psychologically distant vs. close orientation.



Citation:

Gergana Nenkov (2012) ,"It’S All in the Mindset: Effects of Varying Psychological Distance in Persuasive Messages", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 111-113.

Authors

Gergana Nenkov, Boston College, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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