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  • Nhan đề: Making Warnings About Misleading Advertising and Product Recalls More Effective:

Tác giả CN Olivier Trendel
Nhan đề Making Warnings About Misleading Advertising and Product Recalls More Effective: An Implicit Attitude Perspective
Thông tin xuất bản 2018.
Mô tả vật lý p. 265-276.
Tóm tắt The authors tested whether image-based information is more effective than text in changing implicit attitudes from positive to negative, even when both forms similarly change explicit attitudes. They studied corrective information (i.e., warnings about misleading advertising and product recall notices) because it is a common, important effort to change consumer attitudes. Corrective information in the form of pictures or imagery-evoking text, as well as direct instructions to imagine the scene, changed implicit attitudes more than plain, descriptive text, which is currently the most common warning method. Image-based stimuli can change implicit attitudes because they evoke vivid visual mental imagery of counterattitudinal valence (Experiments 1–2). Conditions that hindered the formation of visual mental imagery blocked implicit attitude change, whereas cognitive busyness did not (Experiment 3). In short, imagery-based information changed both explicit and implicit attitudes, whereas materials not based on imagery changed only explicit attitudes. Managers and regulators who aim to protect consumers from claims and products that could do harm should use image-based campaigns to best convey the message effectively.
Từ khóa tự do Implicit attitudes
Từ khóa tự do Misleading advertising
Từ khóa tự do Product recall
Từ khóa tự do Visual imagery
Từ khóa tự do Attitude change
Tác giả(bs) CN Mazodier, Marc
Tác giả(bs) CN Vohs, Kathleen D.
Nguồn trích Journal of Marketing Research: (April 2018)- Vol. 55, No. 2.
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1001 |aOlivier Trendel
24510|aMaking Warnings About Misleading Advertising and Product Recalls More Effective:|bAn Implicit Attitude Perspective
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30010|ap. 265-276.
520 |aThe authors tested whether image-based information is more effective than text in changing implicit attitudes from positive to negative, even when both forms similarly change explicit attitudes. They studied corrective information (i.e., warnings about misleading advertising and product recall notices) because it is a common, important effort to change consumer attitudes. Corrective information in the form of pictures or imagery-evoking text, as well as direct instructions to imagine the scene, changed implicit attitudes more than plain, descriptive text, which is currently the most common warning method. Image-based stimuli can change implicit attitudes because they evoke vivid visual mental imagery of counterattitudinal valence (Experiments 1–2). Conditions that hindered the formation of visual mental imagery blocked implicit attitude change, whereas cognitive busyness did not (Experiment 3). In short, imagery-based information changed both explicit and implicit attitudes, whereas materials not based on imagery changed only explicit attitudes. Managers and regulators who aim to protect consumers from claims and products that could do harm should use image-based campaigns to best convey the message effectively.
653 |aImplicit attitudes
653 |aMisleading advertising
653 |aProduct recall
653 |aVisual imagery
6530 |aAttitude change
700 |aMazodier, Marc
700 |aVohs, Kathleen D.
7730 |tJournal of Marketing Research: (April 2018)|gVol. 55, No. 2.
890|a0|b0|c0|d0
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