Imagine Instructions: When Do They Help Or Hurt Persuasion?
Three studies examined conditions under which imagine instructions influence degree of persuasion. Study 1 showed that imagine instructions cause individuals high in need for cognitive closure to form stronger negative attitudes after viewing a negative advertisement. Study 2 showed higher level construals facilitated ability to imagine by increasing adherence to an advertisement message. Study 3 showed an interaction between imagine instructions and promotion focus such that either high promotion focus or imagine instructions resulted in stronger positive attitudes in relation to a positive advertisement message.
Ashley Rae Arsena, R. Justin Goss, and David H. Silvera (2010) ,"Imagine Instructions: When Do They Help Or Hurt Persuasion? ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 751-752 .
Ashley Rae Arsena, University of Texas at San Antonio, USA
R. Justin Goss, University of Texas at San Antonio, USA
David H. Silvera, University of Texas at San Antonio, USA
NA - Advances in Consumer Research Volume 37 | 2010
I, Me, Mine: The Effect of the Explicitness of Self-Anchoring on Consumer Evaluations
Adrienne E Foos, Mercyhurst University
Kathleen A Keeling, University of Manchester, UK
Debbie I Keeling, University of Sussex
Better Marketing for a Better World
Jonah Berger, University of Pennsylvania, USA
Jonathan Zev Berman, London Business School, UK
Darren Dahl, University of British Columbia, Canada
Markus Giesler, York University, Canada
Rebecca Hamilton, Georgetown University, USA
Gita Venkataramani Johar, Columbia University, USA
John Lynch, University of Colorado, USA
Andrea Morales, Arizona State University, USA
When Implementation Intentions Backfire: Illusion of Goal Progress in Financial Decisions
Linda Court Salisbury, Boston College, USA
Gergana Y. Nenkov, Boston College, USA
Min Zhao, Boston College, USA