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

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

doi:10.1016/j.jbusres.2014.01.017

Cited by 7 publications

(3 citation statements)

References 27 publications

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“…Behavioral responses included purchase intentions, choice, actual (food) consumption, and actual behavior (e.g., exercise). Purchase intention measures included single- or multi-item measures of intentions to buy (e.g., Jeong and Jang 2016), willingness to obtain information (e.g., Gregory, Cialdini, and Carpenter 1982), and willingness to recommend an item to others (Silvera et al 2014). We also included studies that combined purchase intentions with brand attitudes (e.g., Hartmann and Apaolaza-Ibáñez 2009).…”

Section: Methodsmentioning

confidence: 99%

“…Researchers have activated simulations through verbal inductions, comparable to radio and podcast advertising, and visual instructions, comparable to print ads and 360 video presentations. Verbal inductions explicitly encourage individuals to simulate a future event or action related to a target behavior (e.g., Burns, Biswas, and Babin 1993; Silvera et al 2014; Zhao, Hoeffler, and Zauberman 2007). Visual inductions provide photos, logos, drawings, and illustrations of the target to activate simulation (e.g., Krishna, Morrin, and Sayin 2014; Petrova and Cialdini 2005).…”

Section: Theoretical Developmentmentioning

confidence: 99%

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From Mentally Doing to Actually Doing: A Meta-Analysis of Induced Positive Consumption Simulations

Ceylan¹,

Diehl²,

Wood³

2023

Journal of Marketing

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Mental simulation is an important tool for managers who want consumers to imagine what life would be like if they engaged in positive consumption behaviors. However, research has found mixed effects of mental simulation on behavior. To understand this inconsistency, we conduct a meta-analysis to quantify the effect of different mental simulation prompts. Our multivariate three-level meta-analysis of 237 effect sizes spanning four decades (1980-2020) and representing 40,705 respondents, yields a positive but small effect of mental simulation on behavioral responses. Managers and researchers can amplify this effect by using dynamic visual inductions (e.g., AR), inductions involving both visuals and verbal instructions, and repeated inductions spaced over time (e.g., weekly, akin to real-world marketing campaigns). Inducing simulations repeatedly but massed (e.g., using the same message at the same time across different platforms or retargeting ads) actually reduces subsequent behavioral performance. We explain the implications of these findings for theory and practice and identify novel avenues for research.

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Section: Methodsmentioning

confidence: 99%

Section: Theoretical Developmentmentioning

confidence: 99%

From Mentally Doing to Actually Doing: A Meta-Analysis of Induced Positive Consumption Simulations

Ceylan¹,

Diehl²,

Wood³

2023

Journal of Marketing

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“…Kupor et al [6] assumed that highlighting a target's achievement or a target's potential would influence consumers' perceptions. For unmotivated consumers, it is recommended to implement an image strategy that involves consumers in "the advertisement's message" to enhance their motivational level [64]. Allison et al [1] assumed that responsible companies are required to implement persuasive models based on issue-relevant information, while inexperienced ones tend to be influenced by a group identity cue.…”

Section: Traditional and Modern Approaches To Persuasive Marketing Co...mentioning

confidence: 99%

The Value of Art in Persuasive Marketing Communication and Its Sustainable Effect on the Country of Origin

et al. 2022

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The value of art in persuasion integrates the country’s culture and art according to marketing communication. Our research examined the impact of artistic communication values on customers’ behavior as a sustainable effect on the country of origin by applying two hypotheses. These hypotheses were tested on 689 respondents, mainly from Romania. This marketing communication analysis indicated that persuasion had more value for customers when ethical rhetorical arguments, dialects, poetry, essays, poems, and fairy tales were linked to a country’s culture, such as tradition, national values, and heritage, or were combined with art, such as paintings, sculptures, and music. The results demonstrated that artistic communication influenced consumer behavior positively, having a sustainable effect on the country of origin.

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Driving down danger: Using regulatory focus and elaborative approach to reduce intentions to text & drive

Naletelich

Ketron

Spears

2019

Journal of Business Research

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

Cited by 7 publications

References 27 publications

From Mentally Doing to Actually Doing: A Meta-Analysis of Induced Positive Consumption Simulations

From Mentally Doing to Actually Doing: A Meta-Analysis of Induced Positive Consumption Simulations

The Value of Art in Persuasive Marketing Communication and Its Sustainable Effect on the Country of Origin

Driving down danger: Using regulatory focus and elaborative approach to reduce intentions to text & drive

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