Getting consumers to generate their own ad content: The impact of imagine instructions on persuasion
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- 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.
- Farrelly, M.C. & Davis, K.C. & Haviland, M.L. & Messeri, P. & Healton, C.G., 2005. "Evidence of a dose-response relationship between "truth" antismoking ads and youth smoking prevalence," American Journal of Public Health, American Public Health Association, vol. 95(3), pages 425-431.
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- 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.
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More about this item
Keywords
Implicit arguments; Explicit arguments; Need for cognitive closure; Construal level; Regulatory fit; Imagine instructions; Imagine strategy;All these keywords.
JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
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