Imagine Instructions: When Do They Help or Hurt Persuasion?

Abstract

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.

Department

Marketing

Publication Date

1-1-2010

Journal Title

NA - Advances in Consumer Research

Publisher

The Association for Consumer Research

Document Type

Conference Proceeding

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