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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

L13. The Recipient Effect on Consumers’ Preference for Products Displayed in Different Horizontal Locations

Sheng Bi, Washington State University, USA
Nik Nikolov, Washington State University, USA
Julio Sevilla, University of Georgia, USA

Read More

Featured

Ineffective Altruism: Giving Less When Donations Do More

Joshua Lewis, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA

Read More

Featured

Tattoo: A Perspective Beyond Estethics

Luana C. Moraes, Universidade de Sao Paulo
Gabriela L. Pinheiro, Universidade de Sao Paulo
Nathalia S. Arthur, Universidade de Sao Paulo
Eliani C. Flores, Universidad Catolica del Peru
Jose Mauro C. Hernandez, Centro Universitário FEI

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.