The Persuasive Advantage of Change

We show that references to product changes enhance the persuasive impact of messages. Five studies reveal that this occurs because the mention of change sparks curiosity (i.e., a perceived knowledge gap that consumers desire to fill), which in turn boosts processing of information about the changed product.


Daniella Kupor, Jayson S. Jia, and Zakary L. Tormala (2017) ,"The Persuasive Advantage of Change", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 42-46.


Daniella Kupor, Boston University, USA
Jayson S. Jia, University of Hong Kong
Zakary L. Tormala, Stanford University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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