Featured Research

from universities, journals, and other organizations

The Art Of Persuasion: Are Consumers Interested In Abstract Or Concrete Features?

Date:
August 27, 2009
Source:
University of Chicago Press Journals
Summary:
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 says the key to an effective message is finding the fit between the consumers' goals and the level of abstraction.

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. Lee (Northwestern University), Punam Anand Keller (Dartmouth College), and Brian Sternthal (Northwestern University). "Our research indicates that whether consumers are more persuaded by abstract or concrete benefit information depends on their goals."

For example, the researchers found that when consumers aimed to fulfill aspirations and satisfy achievement goals, more abstract messages (like highlighting the TiVo's freedom aspects) stimulated favorable brand evaluations.

On the other hand, consumers who sought to fulfill their responsibilities and satisfy their security goals, concrete messages (such as the replay and slow-motion features of TiVo) were more persuasive.

People experience a heightened sense of engagement when they process information that fits with their goals, the authors explain. When the level of abstraction fits the goal, people understand messages better and are more easily persuaded.

And, it seems, this message fit can benefit people in tasks beyond choosing products. "Our research shows that not only do people become more engrossed in fit information, they are also energized by fit messages to perform better in a subsequent task (e.g., solving anagrams), even if the task is unrelated to the message."


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Angela Y. Lee, Punam Anand Keller, and Brian Sternthal. alue from Regulatory Construal Fit: The Persuasive Impact of Fit between Consumer Goals and Message Concreteness. Journal of Consumer Research, February 2010 (published online July 21, 2009)

Cite This Page:

University of Chicago Press Journals. "The Art Of Persuasion: Are Consumers Interested In Abstract Or Concrete Features?." ScienceDaily. ScienceDaily, 27 August 2009. <www.sciencedaily.com/releases/2009/08/090824182451.htm>.
University of Chicago Press Journals. (2009, August 27). The Art Of Persuasion: Are Consumers Interested In Abstract Or Concrete Features?. ScienceDaily. Retrieved September 2, 2014 from www.sciencedaily.com/releases/2009/08/090824182451.htm
University of Chicago Press Journals. "The Art Of Persuasion: Are Consumers Interested In Abstract Or Concrete Features?." ScienceDaily. www.sciencedaily.com/releases/2009/08/090824182451.htm (accessed September 2, 2014).

Share This




More Mind & Brain News

Tuesday, September 2, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Can You Train Your Brain To Eat Healthy?

Can You Train Your Brain To Eat Healthy?

Newsy (Sep. 1, 2014) New research says if you condition yourself to eat healthy foods, eventually you'll crave them instead of junk food. Video provided by Newsy
Powered by NewsLook.com
Coffee Then Napping: The (New) Key To Alertness

Coffee Then Napping: The (New) Key To Alertness

Newsy (Aug. 30, 2014) Researchers say having a cup of coffee then taking a nap is more effective than a nap or coffee alone. Video provided by Newsy
Powered by NewsLook.com
Young Entrepreneurs Get $100,000, If They Quit School

Young Entrepreneurs Get $100,000, If They Quit School

AFP (Aug. 29, 2014) Twenty college-age students are getting 100,000 dollars from a Silicon Valley leader and a chance to live in San Francisco in order to work on the start-up project of their dreams, but they have to quit school first. Duration: 02:20 Video provided by AFP
Powered by NewsLook.com
Baby Babbling Might Lead To Faster Language Development

Baby Babbling Might Lead To Faster Language Development

Newsy (Aug. 29, 2014) A new study suggests babies develop language skills more quickly if their parents imitate the babies' sounds and expressions and talk to them often. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins