When Expectations Backfire: How Argument Order Expectancies Influence Advertisement Efficacy

We propose that ad efficacy depends on how argument order conforms to the viewer’s expectations. In three experiments, advertisements that violate argument order expectations invoke greater processing resulting in heightened attitude strength and increased willingness to pay for the target product.



Citation:

Alan Cooke and Joshua Clarkson (2013) ,"When Expectations Backfire: How Argument Order Expectancies Influence Advertisement Efficacy", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 173-173.

Authors

Alan Cooke, Univ. of Florida
Joshua Clarkson, Univ. of Cincinnati



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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