False But Persuasive Information: the Automatic Success of Infomercials

Infomercials often succeed because they stimulate a curious nonbelief that operates differently at explicit and implicit levels. Explicitly, consumers are curious but reject the product claims. Implicitly, they are both curious and accept the claims. Discounting cues presented before but not after the message counter the implicit effect.


Claudiu Dimofte, Richard Yalch, and Kyra Wiggin (2012) ,"False But Persuasive Information: the Automatic Success of Infomercials", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1059-1060.


Claudiu Dimofte, San Diego State, USA
Richard Yalch, University of Washington, USA
Kyra Wiggin, University of Washington, USA


NA - Advances in Consumer Research Volume 40 | 2012

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