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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

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    File URL: http://interim.business.utsa.edu/wps/mkt/0022MKT-448-2013.pdf
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    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

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