کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017649 940310 2012 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Do opposites attract? Understanding opposition in promotion
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Do opposites attract? Understanding opposition in promotion
چکیده انگلیسی

Opposition, a promotion execution style that uses contrasting/contradictory images and/or verbal cues, is recognizable across numerous media. In spite of its popularity and perceived effectiveness, empirical evidence regarding opposition as an effective execution mechanism is limited. A series of three experiments demonstrates that the underlying mechanism for opposition is reduction of visual complexity and the simplification of processing that leads to increased recall of product claims. In addition, the moderating impact of cognitive load is examined, showing that under high cognitive load, recall is significantly higher for oppositional appeals than for non-oppositional ones. Theoretical and managerial implications are offered.


► Opposition is defined as the practice of pitting two seemingly opposing views in a promotional message.
► Proposes opposition as an effective ad execution tool, based on the “dichotomy heuristic”.
► Demonstrates that the underlying mechanism for opposition is reduction of visual complexity.
► Shows that simplification of processing leads to increased recall of product claims.
► Finds that cognitive load moderates the opposition format effect.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 65, Issue 8, August 2012, Pages 1144–1151
نویسندگان
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