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.

Related Articles


"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 March 2, 2015 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 March 2, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Monday, March 2, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

How Facebook Use Can Lead To Depression

How Facebook Use Can Lead To Depression

Newsy (Mar. 1, 2015) Margaret Duffy of the University of Missouri talks about her study on the social network and the envy and depression that Facebook use can cause. Video provided by Newsy
Powered by NewsLook.com
The Best Foods to Battle Stress

The Best Foods to Battle Stress

Buzz60 (Feb. 26, 2015) If you&apos;re dealing with anxiety, there are a few foods that can help. Krystin Goodwin (@krystingoodwin) has the best foods to tame stress. Video provided by Buzz60
Powered by NewsLook.com
Sleeping Too Much Or Too Little Might Increase Stroke Risk

Sleeping Too Much Or Too Little Might Increase Stroke Risk

Newsy (Feb. 26, 2015) People who sleep more than eight hours per night are 45 percent more likely to have a stroke, according to a University of Cambridge study. Video provided by Newsy
Powered by NewsLook.com
Mayor Says District of Columbia to Go Ahead With Pot Legalization

Mayor Says District of Columbia to Go Ahead With Pot Legalization

Reuters - News Video Online (Feb. 25, 2015) Washington&apos;s mayor says the District of Columbia will move forward with marijuana legalization, despite pushback from Congress. Rough Cut (no reporter narration). Video provided by Reuters
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:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

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