1C the Reactance Decoy Effect: How Including an Appeal Before the Target Message Increases Persuasion

Looking for ways to lower consumers’ reactance to your persuasive appeal? In two studies, we found that including a so-called reactance decoy message before your target message leads to more positive attitudes toward the target object as well as greater buying intentions.



Citation:

Birga Mareen Schumpe, Jocelyn J. Bélanger, and Claudia F. Nisa (2019) ,"1C the Reactance Decoy Effect: How Including an Appeal Before the Target Message Increases Persuasion", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 989-989.

Authors

Birga Mareen Schumpe, New York University Abu Dhabi, United Arab Emirates
Jocelyn J. Bélanger, New York University Abu Dhabi, United Arab Emirates
Claudia F. Nisa, New York University Abu Dhabi, United Arab Emirates



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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