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Getting consumers to generate their own ad content: The impact of imagine instructions on persuasion

Author

Listed:
  • David Silvera

    (UTSA)

  • FRANK R. KARDES
  • BRUCE E. PFEIFFER
  • ASHLEY R. ARSENA
  • R. JUSTIN GOSS

Abstract

Some recent advertisements have attempted to increase the persuasiveness of their communications 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 some specific situations in which this technique can be most effective in increasing persuasion. Three studies reveal that imagine instructions are most effective in cases of regulatory non-fit between consumers’ regulatory orientation and the ad content, when consumers are more dispositionally oriented toward 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 works best when it can enhance the motivation level of otherwise unmotivated consumers.

Suggested Citation

  • 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.
    • Handle: RePEc:tsa:wpaper:0202mkt
    as

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    File URL: http://interim.business.utsa.edu/wps/mkt/0020MKT-562-2013.pdf
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    References listed on IDEAS

    as
    1. 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.
    2. 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.
    3. 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.
    4. 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.
    Full references (including those not matched with items on IDEAS)

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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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