Using imagine instructions to induce consumers to generate ad-supporting content

David H. Silvera, Bruce E. Pfeiffer, Frank R. Kardes, Ashley Arsena and R. Justin Goss

Journal of Business Research, 2014, vol. 67, issue 7, 1567-1572

Abstract: Some recent advertisements attempt to increase persuasiveness by directly asking consumers to imagine arguments supporting the ad's message. This research provides a critical test of the effectiveness of this imagine strategy, while also identifying specific situations in which this technique can be most effective in increasing persuasion. Three studies reveal that imagine instructions are most effective when there is a lack of fit between consumers' regulatory orientation and the ad content, when consumers are dispositionally oriented toward a high need for cognitive closure, and when consumers are at a high construal level. These results are consistent with the possibility that the imagine strategy is most effective when used to enhance the motivation level of otherwise unmotivated consumers.

Keywords: Implicit arguments; Explicit arguments; Need for cognitive closure; Construal level; Regulatory fit; Imagine instructions; Imagine strategy (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:7:p:1567-1572

DOI: 10.1016/j.jbusres.2014.01.017

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