Exemplars' impacts in marketing communication campaigns

Rodrigo Uribe, Enrique Manzur and Pedro Hidalgo

Journal of Business Research, 2013, vol. 66, issue 10, 1787-1790

Abstract: This study expands upon research on exemplification persuasiveness by examining advertising messages. Using the issue of organ donation, Study 1 compares the effect of exemplar versus base-rate information on credibility, emotionality (arousal, pleasure, and dominance), and the intention to donate. Results show that participants exposed to exemplars demonstrate higher behavioral intention, emotional arousal, and credibility than those exposed to statistical arguments. Study 2 evaluates the effect of two stylistic characteristics of exemplars, the use of photographs and quotations, on the same dependent variables. The findings illustrate that the use of only the exemplar's pictures has a significant impact on the intention to donate and emotional arousal.

Keywords: Exemplars; Base-rate information; Advertising; Organ donation; Marketing communication (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296313000131
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:10:p:1787-1790

DOI: 10.1016/j.jbusres.2013.01.011

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().