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The Effects of Argument Structure and Affective Tagging on Product Attitude Formation

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  • Munch, James M
  • Boller, Gregory W
  • Swasy, John L

Abstract

How do structural and affective elements in a persuasive message influence consumers' product beliefs and attitudes? In this article, we examine how the logical structure of arguments (provided through warrants) influences consumers' beliefs about product claims. Next, we examine how explicit statements about product claim desirability (provided through affective tag sentences) influence product attitude. Our results show that argument structure has a strong effect on consumers' beliefs. More important, our results suggest that consumers' product attitudes are based on their beliefs about product claims, but only when the desirability of those claims is made explicit. Copyright 1993 by the University of Chicago.

Suggested Citation

  • Munch, James M & Boller, Gregory W & Swasy, John L, 1993. "The Effects of Argument Structure and Affective Tagging on Product Attitude Formation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(2), pages 294-302, September.
    • Handle: RePEc:oup:jconrs:v:20:y:1993:i:2:p:294-302
    DOI: 10.1086/209350
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    Cited by:

    1. Ruiz, Salvador & Sicilia, Maria, 2004. "The impact of cognitive and/or affective processing styles on consumer response to advertising appeals," Journal of Business Research, Elsevier, vol. 57(6), pages 657-664, June.
    2. Dongmin Kim & Izak Benbasat, 2006. "The Effects of Trust-Assuring Arguments on Consumer Trust in Internet Stores: Application of Toulmin's Model of Argumentation," Information Systems Research, INFORMS, vol. 17(3), pages 286-300, September.
    3. Un-Kon Lee, 2017. "International Tourism Advertisements on Social Media: Impact of Argument Quality and Source," Sustainability, MDPI, vol. 9(9), pages 1-18, August.
    4. Erevelles, Sunil, 1998. "The Role of Affect in Marketing," Journal of Business Research, Elsevier, vol. 42(3), pages 199-215, July.
    5. Jonathan W. Palmer, 2002. "Web Site Usability, Design, and Performance Metrics," Information Systems Research, INFORMS, vol. 13(2), pages 151-167, June.

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