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Cue Representation and Selection Effects of Arousal on Persuasion

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  • Pham, Michel Tuan
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    Abstract

    A popular prediction in persuasion research is that decreased ability to process information increases reliance on peripheral cues and decreases reliance on central claims. This article explains why this prediction does not necessarily hold when processing capacity is impaired by high arousal. Three experiments suggest that two types of processes underlie arousal effects on persuasion. Arousal induces selective processing of cues that are diagnostic at the expense of cues that are nondiagnostic--the selection effect. Arousal may also dilute the influence of cues that are capacity demanding--the representation effect. It is therefore important to disentangle the diagnosticity of persuasion cues from their processing demands. Copyright 1996 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 22 (1996)
    Issue (Month): 4 (March)
    Pages: 373-87

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    Handle: RePEc:ucp:jconrs:v:22:y:1996:i:4:p:373-87

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Kassianidis, Panagiotis & Sigala, Marianna, 2009. "Examining the Relationship between Emotions, Customer Satisfaction and Future Behavioral Intentions in Agrotourism," MPRA Paper 25355, University Library of Munich, Germany, revised 28 Sep 2009.
    2. Pieters, R. & Warlop, L., 1998. "Visual Attention During Brand Choice: The Impact of Time Pressure and Task Motivation," Discussion Paper 1998-69, Tilburg University, Center for Economic Research.
    3. 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.
    4. Bonaccio, Silvia & Reeve, Charlie L., 2006. "Consideration of preference shifts due to relative attribute variability," Organizational Behavior and Human Decision Processes, Elsevier, vol. 101(2), pages 200-214, November.
    5. Muthukrishnan, A. V. & Pham, Michel Tuan & Mungale, Amitabh, 1999. "Comparison Opportunity and Judgment Revision," Organizational Behavior and Human Decision Processes, Elsevier, vol. 80(3), pages 228-251, December.

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