Spontaneous inference processes in advertising: the effects of conclusion omission and involvement on persuasion

Article Abstract:

An experiment investigated the relation between inference and persuasion. Subjects were exposed to an ad in which presence or absence of conclusions and level of involvement were manipulated orthogonally. Omitted conclusions were more likely to be inferred spontaneously in high than in low involvement conditions. Further, when conclusions were omitted and high involvement made spontaneous inference formation likely, brand attitudes were more favorable and accessible than attitudes formed in low involvement conditions. Brand attitudes based on spontaneous inferences were as favorable and more accessible than attitudes formed in explicit conclusion conditions. The effects of motivation and effort on inference are discussed. (Reprinted by permission of the publisher.)

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Effects of word-of-mouth and product-attribute information on persuasion: an accessibility-diagnosticity perspective

Article Abstract:

The effects of word-of-mouth (WOM) communications and specific attribute information on product evaluations were investigated. A face-to-face WOM communication was more persuasive than a printed format (experiment 1). Although a strong WOM effect was found, this effect was reduced or eliminated when a prior impression of the target brand was available from memory or when extremely negative attribute information was presented (experiment 2). The results suggest that diverse, seemingly unrelated judgmental phenomena - such as the vividness effect, the perseverance effect, and the negativity effect - can be explained through the accessibility-diagnosticity model. (Reprinted by permission of the publisher.)

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The role of the need for cognitive closure in the effectiveness of the disrupt-then-reframe influence technique

Article Abstract:

The effect of the need for cognitive closure (NFCC) on the disrupt-then-reframe (DTR) influencing technique is examined in three experiments. The effect of DTR increases as NFCC increases and that disruption causes consumers to embrace reframed messages to remove ambiguity.

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