GETTING CONSUMERS TO GENERATE THEIR OWN AD CONTENT: THE IMPACT OF IMAGINE INSTRUCTIONS ON PERSUASION

David Silvera (), Frank Kardes, Bruce Pfeiffer, Ashley Arsena and R. Justin Goss
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David Silvera: UTSA

Working Papers from College of Business, University of Texas at San Antonio

Abstract: Some recent advertisements have used the technique of directly asking consumers to imagine arguments supporting the ad’s message. Three studies examined conditions under which this imagine technique effectively persuades consumers. Imagine instructions were shown to be effective on consumers with low promotion focus (Study 1), consumers with high need for cognitive closure (Study 2), or consumers whose current mindset facilitates abstract (vs. concrete) reasoning (Study 3). These results are consistent with the possibility that the imagine technique works best when it can enhance the motivation level of otherwise unmotivated consumers.

Keywords: regulatory focus; need for cognitive closure; construal level; self-generated arguments; implicit vs. explicit arguments. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Pages: 33 pages
Date: 2013-11-04
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