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Effectiveness of Consensus Information in Advertising

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Abstract:

This study explores the effectiveness of consensus information claimed in advertising under different purchase decision situations. It does this by examining individuals with different genders, levels of susceptibility to interpersonal influence, and need for closure. In experiment one, female participants are shown to generate higher purchase intention when ads feature consensus claims as opposed no consensus claims. Male participants, on the other hand, are shown not to express different levels of purchase intentions when being exposed to these two types of ad content. In experiment two, the effectiveness of ads featuring consensus cues is enhanced when a group (vs. personal) purchase decision is involved, but only for individuals with a high susceptibility to interpersonal influence as opposed to low. In experiment three, the effectiveness of ads featuring consensus cues is shown to be superior when a group (vs. personal) purchase decision is involved, but only for individuals with a high need for closure as opposed to low. In clear contrast, in experiments two and three, the interaction between individual differences (susceptibility to interpersonal influence and need for closure) and purchase decisions on purchase intention is demonstrated to be insignificant when advertising does not feature consensus information.

Most Common Document Word Stems:

purchas (162), consensus (161), inform (157), consum (99), ad (89), individu (85), decis (84), influenc (82), particip (80), product (80), differ (76), social (65), two (57), other (53), intent (49), closur (49), group (45), effect (43), studi (43), experi (42), person (42),

Author's Keywords:

consensus, advertising effects
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Association:
Name: International Communication Association
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http://www.icahdq.org


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URL: http://www.allacademic.com/meta/p112568_index.html
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MLA Citation:

Chang, Chingching. "Effectiveness of Consensus Information in Advertising" Paper presented at the annual meeting of the International Communication Association, New Orleans Sheraton, New Orleans, LA, May 27, 2004 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p112568_index.html>

APA Citation:

Chang, C. , 2004-05-27 "Effectiveness of Consensus Information in Advertising" Paper presented at the annual meeting of the International Communication Association, New Orleans Sheraton, New Orleans, LA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p112568_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study explores the effectiveness of consensus information claimed in advertising under different purchase decision situations. It does this by examining individuals with different genders, levels of susceptibility to interpersonal influence, and need for closure. In experiment one, female participants are shown to generate higher purchase intention when ads feature consensus claims as opposed no consensus claims. Male participants, on the other hand, are shown not to express different levels of purchase intentions when being exposed to these two types of ad content. In experiment two, the effectiveness of ads featuring consensus cues is enhanced when a group (vs. personal) purchase decision is involved, but only for individuals with a high susceptibility to interpersonal influence as opposed to low. In experiment three, the effectiveness of ads featuring consensus cues is shown to be superior when a group (vs. personal) purchase decision is involved, but only for individuals with a high need for closure as opposed to low. In clear contrast, in experiments two and three, the interaction between individual differences (susceptibility to interpersonal influence and need for closure) and purchase decisions on purchase intention is demonstrated to be insignificant when advertising does not feature consensus information.

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Document Type: .PDF
Page count: 38
Word count: 10054
Text sample:
Effectiveness of Consensus Information in Advertising The Moderating Roles of Situational Factors and Individual Differences Abstract This study explores the effectiveness of consensus information claimed in advertising under different purchase decision situations. It does this by examining individuals with different genders levels of susceptibility to interpersonal influence and need for closure. In experiment one female participants are shown to generate higher purchase intention when ads feature consensus claims as opposed no consensus claims. Male participants on the other hand
Type and NFC for Ads with Consensus Information 6 5.63 Purchase Intention 5.5 5.08 High NFC 5 Low NFC 4.92 4.65 4.5 4 Personal Group Decision Type 38


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