“Effects of Self-Affirmation and Individualistic-Collectivistic Appeals on Open-Mindedness and Advertising Effectiveness”

Consumers often resist information that conflicts with their preexisting attitudes or beliefs. Resistance to advertising is common, even when advertisers attempt to communicate important and novel messages. This research focuses on a new advertising technique called self-affirmation, which attempts to enhance consumers' self-perceptions to reduce resistance to persuasion. Two experiments explored the impact of self-affirmation on consumers’ open-mindedness to advertising and overall advertising effectiveness. This research offers the first demonstration of embedded self-affirmation working within an advertising message. Results support the usefulness of self-affirmation as a technique to reach consumers who are ordinarily highly resistant to advertising’s persuasive appeals.



Citation:

Mary Lou Kohne (2007) ,"“Effects of Self-Affirmation and Individualistic-Collectivistic Appeals on Open-Mindedness and Advertising Effectiveness”", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 457-460.

Authors

Mary Lou Kohne, University of Cincinnati, Cincinnati, OH USA



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink

Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China

Read More

Featured

When Zero Prices Backfire: A Dual-Process Model for Understanding Consumers’ Reactions to Zero Prices

Fengyan Cai, Shanghai Jiao Tong University
Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA

Read More

Featured

Intentionally “Biased”: People Purposefully Use To-Be-Ignored Information, But Can Be Persuaded Not To

Berkeley Jay Dietvorst, University of Chicago, USA
Uri Simonsohn, University of Pennsylvania, USA

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.