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Evaluating Persuasion-Enhancing Techniques from a Resource-Matching Perspective

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  • Perracchio, Laura A
  • Meyers-Levy, Joan

Abstract

This article examines how two ad execution characteristics intended to heighten persuasion can influence the resources required to process an ad under high and low motivation conditions. These ad execution characteristics include (1) whether the ad copy is narrative or factual and (2) whether the ad layout either physically integrates or separates the ad picture and ad claims. Results reveal that under low motivation, persuasion is unaffected by these two execution characteristics but instead is affected by heuristic aspects of the ad photo. Under high motivations whether persuasion is heightened or undermined appears to depend on the extent to which the ad execution characteristics render the resources needed to process the ad equal to, in excess of, or inadequate compared with those that motivated viewers have available for processing the ad. Copyright 1997 by the University of Chicago.

Suggested Citation

  • Perracchio, Laura A & Meyers-Levy, Joan, 1997. "Evaluating Persuasion-Enhancing Techniques from a Resource-Matching Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 178-191, September.
    • Handle: RePEc:oup:jconrs:v:24:y:1997:i:2:p:178-91
    DOI: 10.1086/209503
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    3. Chuan-Hoo Tan & Hock-Hai Teo & Izak Benbasat, 2010. "Assessing Screening and Evaluation Decision Support Systems: A Resource-Matching Approach," Information Systems Research, INFORMS, vol. 21(2), pages 305-326, June.
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    16. Wang, Kai-Yu & Liang, Minli & Peracchio, Laura A., 2011. "Strategies to offset dissatisfactory product performance: The role of post-purchase marketing," Journal of Business Research, Elsevier, vol. 64(8), pages 809-815, August.
    17. Bartikowski, Boris & Singh, Nitish, 2014. "Should all firms adapt websites to international audiences?," Journal of Business Research, Elsevier, vol. 67(3), pages 246-252.
    18. Nelson-Field, Karen & Riebe, Erica & Newstead, Kellie, 2013. "The emotions that drive viral video," Australasian marketing journal, Elsevier, vol. 21(4), pages 205-211.
    19. Bertele, Kerrie & Feiereisen, Stephanie & Storey, Chris & van Laer, Tom, 2020. "It’s not what you say, it’s the way you say it! Effective message styles for promoting innovative new services," Journal of Business Research, Elsevier, vol. 107(C), pages 38-49.
    20. van Laer, Tom & Feiereisen, Stephanie & Visconti, Luca M., 2019. "Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect," Journal of Business Research, Elsevier, vol. 96(C), pages 135-146.

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