How persuasive messages can influence behavior without awareness

J. Edward Russo · Anne‐Sophie Chaxel

31 citations0/0 files storedJournal of Consumer Psychology

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Decision-Making and Behavioral Economics Consumer Behavior and Marketing Influence Psychology of Social Influence

Abstract

Abstract A persuasive message that favors one option in a binary choice can enhance the apparent value of its target by biasing the interpretation of subsequent information. The message installs its target as the initial leader in preference and lets the predecisional distortion of information defend that leadership position. An experiment that contrasts showing TV commercials before and after objective product information demonstrates this process. Ratings of the importance of the commercials to the choice indicate that people are aware of advertising's direct effect on their choice but not of its indirect effect through the biased evaluation of the product information.

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References

1957The Measurement of Meaning 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1992Order effects in belief updating: The belief-adjustment model 1999How Advertising Works: What Do We Really Know?1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1987The Power of Feelings in Understanding Advertising Effects 1986Consumer Learning: Advertising and the Ambiguity of Product Experience 2004Objectivity in the Eye of the Beholder: Divergent Perceptions of Bias in Self Versus Others.

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