Advertising a Desired Change: When Process Simulation Fosters (vs. Hinders) Credibility and Persuasion
Abstract
Ads promising a desired change are ubiquitous in the marketplace. These ads typically include visuals of the starting and ending point of the promised change (“before/after” ads). “Progression” ads, which include intermediate steps in addition to starting and ending points, are much rarer in the marketplace. Across several consumer domains, the authors show an ad-type effect: progression ads foster spontaneous simulation of the process through...
Paper Details
Title
Advertising a Desired Change: When Process Simulation Fosters (vs. Hinders) Credibility and Persuasion
Published Date
Mar 19, 2020
Volume
57
Issue
3
Pages
489 - 508
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