Vividness Effects: A Resource-Matching Perspective
Punam Anand Keller and
Lauren G Block
Journal of Consumer Research, 1997, vol. 24, issue 3, 295-304
The authors present a resource-matching perspective to explain the relationship between vividness and persuasion. Three experiments confirm the predicted inverted-U relationship between resource allocation and persuasion for vivid information, and a positive linear relationship between resource allocation and persuasion for nonvivid information when vivid information is less resource demanding than nonvivid information. This persuasion pattern is reversed in experiment 4, where nonvivid information is less resource demanding than vivid information; that is, there is an inverted-U relationship for nonvivid information, and a positive linear relationship for vivid information. The contrasting persuasion functions for vivid and nonvivid information can predict when vivid information will be more versus less persuasive than nonvivid information. Copyright 1997 by the University of Chicago.
References: Add references at CitEc
Citations: View citations in EconPapers (28) Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:24:y:1997:i:3:p:295-304
Access Statistics for this article
More articles in Journal of Consumer Research from Oxford University Press
Bibliographic data for series maintained by Oxford University Press ().