Do opposites attract? Understanding opposition in promotion

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.