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Using imagine instructions to induce consumers to generate ad-supporting content

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  • Silvera, David H.
  • Pfeiffer, Bruce E.
  • Kardes, Frank R.
  • Arsena, Ashley
  • Justin Goss, R.

Abstract

Some recent advertisements attempt to increase persuasiveness by directly asking consumers to imagine arguments supporting the ad's message. This research provides a critical test of the effectiveness of this imagine strategy, while also identifying specific situations in which this technique can be most effective in increasing persuasion. Three studies reveal that imagine instructions are most effective when there is a lack of fit between consumers' regulatory orientation and the ad content, when consumers are dispositionally oriented toward a high need for cognitive closure, and when consumers are at a high construal level. These results are consistent with the possibility that the imagine strategy is most effective when used to enhance the motivation level of otherwise unmotivated consumers.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:7:p:1567-1572
    DOI: 10.1016/j.jbusres.2014.01.017
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    References listed on IDEAS

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    1. 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.
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    3. 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.
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    Cited by:

    1. Zhang, Ye & Cole, Shu & Hirt, Edward & Bilgihan, Anil, 2017. "Self-determined travel facilitation with mental construal priming," Tourism Management, Elsevier, vol. 61(C), pages 472-483.

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