Imagine Instructions: When Do They Help or Hurt Persuasion?
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.
NA - Advances in Consumer Research
The Association for Consumer Research
Ashley Rae Arsena, R. Justin Goss, and David H. Silvera (2010) ,"Imagine Instructions: When Do They Help Or Hurt Persuasion? ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 751-752 .