The art of persuasion: Are consumers interested in abstract or concrete features?

What types of messages are most persuasive? For example, would you be more likely to buy a TiVo if an ad described it as offering you freedom or if it explained how you could replay sports events? A new study in the Journal of Consumer Research says the key to an effective message is finding the fit between the consumers' goals and the level of abstraction."Informing people that TiVo promotes freedom of expression is an abstract, high-level benefit of the brand, whereas the replay and slow motion features represent concrete, low-level benefits," write authors Angela Y.

The art of persuasion: Are consumers interested in abstract or concrete features?

What types of messages are most persuasive? For example, would you be more likely to buy a TiVo if an ad described it as offering you freedom or if it explained how you could replay sports events? ...

Mon 24 Aug 09 from Phys.org

The Art Of Persuasion: Are Consumers Interested In Abstract Or Concrete Features?, Wed 26 Aug 09 from ScienceDaily

Are Consumers Interested In Abstract Or Concrete Features?, Mon 24 Aug 09 from RedOrbit

The art of persuasion: Are consumers interested in abstract or concrete features?, Mon 24 Aug 09 from e! Science News

The art of persuasion: Are consumers interested in abstract or concrete features?, Mon 24 Aug 09 from Science Blog

The art of persuasion: Are consumers interested in abstract or concrete features?, Mon 24 Aug 09 from Eurekalert

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