K6. Persuading the Moral Consumer: Matching Messages to Attitude Basis
We explored the persuasive effects of moral versus practical counter-attitudinal messages on individuals with varying levels of moral conviction toward recycling. Across two studies, when pro-recycling moral conviction was high, the moral (vs. practical) anti-recycling message was more persuasive, but the effects reversed when moral conviction was low.
Aviva Philipp-Muller, Andrew Luttrell, and Richard Petty (2018) ,"K6. Persuading the Moral Consumer: Matching Messages to Attitude Basis", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 925-925.
Aviva Philipp-Muller, Ohio State University, USA
Andrew Luttrell, Ball State University
Richard Petty, Ohio State University, USA
NA - Advances in Consumer Research Volume 46 | 2018
Resolving Humorous Incongruity in Advertising Facilitates Impressions of Firm Competence
*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway
A Slack-Based Account of Pain of Payment
Justin Pomerance, University of Colorado, USA
Nicholas Reinholtz, University of Colorado, USA
D12. Future Decisions and Temporal Contiguity Cues: When Absence of Temporal Contiguity Cues Increases Online Reviews’ Persuasiveness.
Francesco Zanibellato, Ca' Foscari University, Venice, Italy