Original paper

I implement, they deliberate: The matching effects of point of view and mindset on consumer attitudes

Volume: 139, Pages: 397 - 410
Published: Feb 1, 2022
Abstract
Companies can choose to depict images and develop narratives in their marketing communications from the first-person or the third-person point of view (POV). Prior research is equivocal on which POV is more effective. The present research examines the interaction effect between consumers’ cognitive mindset and POV on their product attitude. Studies 1 and 2 focus on visual POV and show that consumers with an implemental (deliberative) mindset...
Paper Details
Title
I implement, they deliberate: The matching effects of point of view and mindset on consumer attitudes
Published Date
Feb 1, 2022
Volume
139
Pages
397 - 410
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