IDEAS home Printed from https://ideas.repec.org/p/tsa/wpaper/0208mkt.html
   My bibliography  Save this paper

Getting Consumers To Generate Their Own Ad Content: The Impact Of Imagine Instructions On Persuasion

Author

Listed:
  • David H. Silvera

    (UTSA)

  • Frank R. Kardes
  • Bruce E. Pfeiffer
  • Ashley Rae Arsena
  • R. Justin Goss

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.

Suggested Citation

  • David H. Silvera & Frank R. Kardes & Bruce E. Pfeiffer & Ashley Rae Arsena & R. Justin Goss, 2013. "Getting Consumers To Generate Their Own Ad Content: The Impact Of Imagine Instructions On Persuasion," Working Papers 0208mkt, College of Business, University of Texas at San Antonio.
    • Handle: RePEc:tsa:wpaper:0208mkt
    as

    Download full text from publisher

    File URL: http://interim.business.utsa.edu/wps/mkt/0022MKT-448-2013.pdf
    File Function: Full text
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Petia K. Petrova & Robert B. Cialdini, 2005. "Fluency of Consumption Imagery and the Backfire Effects of Imagery Appeals," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 442-452, December.
    2. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    3. Jiewen Hong & Angela Y. Lee, 2008. "Be Fit and Be Strong: Mastering Self-Regulation through Regulatory Fit," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(5), pages 682-695, August.
    4. Menon, Geeta & Raghubir, Priya, 2003. "Ease-of-Retrieval as an Automatic Input in Judgments: A Mere-Accessibility Framework?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 230-243, September.
    5. Kardes, Frank R, 1988. "Spontaneous Inference Processes in Advertising: The Effects of Conclusion Omission and Involvement on Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 225-233, September.
    6. Wanke, Michaela & Bohner, Gerd & Jurkowitsch, Andreas, 1997. "There Are Many Reasons to Drive a BMW: Does Imagined Ease of Argument Generation Influence Attitudes?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 170-177, September.
    7. Aaker, Jennifer L & Lee, Angela Y, 2001. ""I" Seek Pleasures and "We" Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 33-49, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. David Silvera & FRANK R. KARDES & BRUCE E. PFEIFFER & ASHLEY R. ARSENA & R. JUSTIN GOSS, 2013. "Getting consumers to generate their own ad content: The impact of imagine instructions on persuasion," Working Papers 0202mkt, College of Business, University of Texas at San Antonio.
    2. Silvera, David H. & Pfeiffer, Bruce E. & Kardes, Frank R. & Arsena, Ashley & Justin Goss, R., 2014. "Using imagine instructions to induce consumers to generate ad-supporting content," Journal of Business Research, Elsevier, vol. 67(7), pages 1567-1572.
    3. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    4. Cheng, Yin-Hui & Yen, HsiuJu Rebecca & Chuang, Shih-Chieh & Chang, Chia-Jung, 2013. "Product option framing under the influence of a promotion versus prevention focus," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 402-413.
    5. Jiwon Lee & Inwon Kang & Joseph Stanfield, 2017. "Coercive Tactics and Web Advertising Performance," Sustainability, MDPI, vol. 9(8), pages 1-18, July.
    6. Li, Andrew & Evans, Joel & Christian, Michael S. & Gilliland, Stephen W. & Kausel, Edgar E. & Stein, Jordan H., 2011. "The effects of managerial regulatory fit priming on reactions to explanations," Organizational Behavior and Human Decision Processes, Elsevier, vol. 115(2), pages 268-282, July.
    7. Gaia Rubera & Andrea Ordanini & David Mazursky, 2010. "Toward a contingency view of new product creativity: Assessing the interactive effects of consumers," Marketing Letters, Springer, vol. 21(2), pages 191-206, June.
    8. Yuuki Nakano & Hiroki Hondo, 2023. "Narrative or Logical? The Effects of Information Format on Pro-Environmental Behavior," Sustainability, MDPI, vol. 15(2), pages 1-14, January.
    9. Carlos Orús & Raquel Gurrea & Carlos Flavián, 2017. "Facilitating imaginations through online product presentation videos: effects on imagery fluency, product attitude and purchase intention," Electronic Commerce Research, Springer, vol. 17(4), pages 661-700, December.
    10. Alden, Dana L. & Friend, John & Schapira, Marilyn & Stiggelbout, Anne, 2014. "Cultural targeting and tailoring of shared decision making technology: A theoretical framework for improving the effectiveness of patient decision aids in culturally diverse groups," Social Science & Medicine, Elsevier, vol. 105(C), pages 1-8.
    11. Hofacker, Charles F. & de Ruyter, Ko & Lurie, Nicholas H. & Manchanda, Puneet & Donaldson, Jeff, 2016. "Gamification and Mobile Marketing Effectiveness," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 25-36.
    12. Sanjeev Verma, 2009. "Do All Advertising Appeals Influence Consumer Purchase Decision," Global Business Review, International Management Institute, vol. 10(1), pages 33-43, January.
    13. Utpal M. Dholakia & Itamar Simonson, 2005. "The Effect of Explicit Reference Points on Consumer Choice and Online Bidding Behavior," Marketing Science, INFORMS, vol. 24(2), pages 206-217, October.
    14. Ofir, Chezy & Raghubir, Priya & Brosh, Gili & Monroe, Kent B. & Heiman, Amir, 2008. "Memory-Based Store Price Judgments: The Role of Knowledge and Shopping Experience," Journal of Retailing, Elsevier, vol. 84(4), pages 414-423.
    15. Shavitt, Sharon & Barnes, Aaron J., 2020. "Culture and the Consumer Journey," Journal of Retailing, Elsevier, vol. 96(1), pages 40-54.
    16. Parsa, H.G. & Lord, Kenneth R. & Putrevu, Sanjay & Kreeger, Jeff, 2015. "Corporate social and environmental responsibility in services: Will consumers pay for it?," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 250-260.
    17. M. Rodríguez-Santos & Ana González-Fernández & Miguel Cervantes-Blanco, 2013. "An analysis of the construct “involvement” in consumer behaviour," Quality & Quantity: International Journal of Methodology, Springer, vol. 47(2), pages 1105-1123, February.
    18. ASHLEY R. ARSENA & TIM M. BÖTTGER & David H. Silvera, 2013. "Sleep Deprivation: The effect of sleep deprivation on imagery appeals," Working Papers 0200mkt, College of Business, University of Texas at San Antonio.
    19. Cheng, Peiyao & Zhang, Chao, 2023. "Show me insides: Investigating the influences of product exploded view on consumers’ mental imagery, comprehension, attitude, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    20. Samson, Alain & Voyer, Benjamin G., 2012. "Two minds, three ways: dual system and dual process models in consumer psychology," LSE Research Online Documents on Economics 47252, London School of Economics and Political Science, LSE Library.

    More about this item

    Keywords

    regulatory focus; need for cognitive closure; construal level; self-generated arguments; implicit vs. explicit arguments.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:tsa:wpaper:0208mkt. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wendy Frost (email available below). General contact details of provider: https://edirc.repec.org/data/cbutsus.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.