14-O: the Neuroscience Viewpoint on the Interaction Effect Between Persuasive Arguments and Celebrity on Attitude Change

This study investigated the interaction effect between arguments and celebrity on attitude. The results of traditional and fMRI experiments showed that heuristic arguments with celebrity required more cognitive resources than strong and weak arguments. Also, consumers generated stronger emotion reaction toward celebrities with heuristic arguments than strong and weak arguments.



Citation:

Lien-Ti Bei, Li-Keng Cheng, Wei-Chin Hsu, and Yu-Shan Athena Chen (2017) ,"14-O: the Neuroscience Viewpoint on the Interaction Effect Between Persuasive Arguments and Celebrity on Attitude Change", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1015-1015.

Authors

Lien-Ti Bei, National Chengchi University, Taiwan
Li-Keng Cheng, National Chengchi University, Taiwan
Wei-Chin Hsu, National Taiwan University of Science and Technology, Taiwan
Yu-Shan Athena Chen, Technische Universiteit Eindhoven, The Netherlands



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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