Evaluating persuasion-enhancing techniques from a resource-matching perspective

Laura A. Peracchio, Joan Meyers-Levy

Research output: Contribution to journalArticlepeer-review

125 Scopus citations

Abstract

This article examines how two ad execution characteristics intended to heighten persuasion can influence the resources required to process an ad under high and low motivation conditions. These ad execution characteristics include (1) whether the ad copy is narrative or factual and (2) whether the ad layout either physically integrates or separates the ad picture and ad claims. Results reveal that under low motivation, persuasion is unaffected by these two execution characteristics but instead is affected by heuristic aspects of the ad photo. Under high motivation, whether persuasion is heightened or undermined appears to depend on the extent to which the ad execution characteristics render the resources needed to process the ad equal to, in excess of, or inadequate compared with those that motivated viewers have available for processing the ad.

Original languageEnglish (US)
Pages (from-to)178-191
Number of pages14
JournalJournal of Consumer Research
Volume24
Issue number2
DOIs
StatePublished - Sep 1997

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