Prompting Elaboration By Restricting Choice
ABSTRACT - Marketing efforts tend to focus on promotional strategies. At the same time, marketing requires a prevention focus as well, to maintain market share in a competitive environment. In this environment, resistance is often considered a challenge to the endeavor of marketing. However, some forms of resistance can be co-opted for marketing purposes. The current research demonstrates how evoking resistance from participants can be used to increase elaborative processing in consumers. This, in turn, leads to greater persuasion when promotional appeals utilize strong arguments.
Richard J. Shakarchi and Curtis P. Haugtvedt (2005) ,"Prompting Elaboration By Restricting Choice", in AP - Asia Pacific Advances in Consumer Research Volume 6, eds. Yong-Uon Ha and Youjae Yi, Duluth, MN : Association for Consumer Research, Pages: 369.
Richard J. Shakarchi, Ohio State University, U.S.A.
Curtis P. Haugtvedt, Ohio State University, U.S.A.
AP - Asia Pacific Advances in Consumer Research Volume 6 | 2005
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