In one study (Sujan et al., 1993), the researchers found that self-referencing was an effective persuasive technique as it resulted in a higher evaluation of the product compared to a more traditional product focus type of ad.
In one study (Sujan et al., 1993), the researchers found that self-referencing was an effective persuasive technique as it resulted in a higher evaluation of the product compared to a more traditional product focus type of ad.Tags: Mba Dissertation SamplesCover Letter It Support AnalystConsumer Study Phd ThesisDisposable Email Export Paper Protection Report Research SanitaryEssays To OrderOpinion Piece Essay WritingJfk Research PapersFrederick Turner Frontier ThesisResearch Proposal Hypothesis Example
Though this explanation may seem plausible, few studies have actually examined how self-referencing and affect lead to persuasion.
Additionally, the studies currently available have found mixed support for the effectiveness of these ads.
Specifically, we use Fiskes schema-triggered affect model to explain how a category-based process might operate and induce persuasion.
Further, we hypothesize that retrieving a unique past memory after viewing an autobiographical memories can encourage an attribute-based process and reduces persuasion.
In this model, affect is stored at the top level of the schematic structure without access to all the categorys features and their respective evaluations; affect is linked to the initial act of categorization.
Thus, stimulus that is perceived as a consistent (vs.inconsistent) schema-match will be evaluated as similar to the category label.This matching effect has been demonstrated for a variety of person schemas: old flames, politicians, college majors, occupations (Fiske & Pavelchak, 1986).Moreover, extant studies which build on an episodic, piecemeal view of self-referencing provide inconsistent results on product evaluation.We propose that autobiographical memories ads are more similar to semantic memory than episodic memory, and that they influence evaluation by invoking schemas that filter self-referencing.Existing studies, however, have found no link between the proportion of autobiographical memories consumers report and product evaluation.In fact, the results of these two studies suggest that episodic self-referencing of a past event does not occur spontaneously with any great frequency among subjects.ABSTRACT - Marketers frequently use ads intended to evoke autobiographical memories to influence consumers evaluations of products.Little empirical evidence exists, however, to explain the processes by which the self-referencing done by consumers during these ads affects persuasion. Price, Virginia Polytechnic Institute and State University Danny K.Axsom, Virginia Polytechnic Institute and State University Eloise Coupey, Virginia Polytechnic Institute and State University ABSTRACT - Marketers frequently use ads intended to evoke autobiographical memories to influence consumers evaluations of products.