The persuasive impact of two-sided selling appeals for an unknown brand name

Article Abstract:

The persuasive effectiveness of message sidedness (one versus two-sided messages) and message structure was assessed in the context of a personal selling appeal for a new home computer to an unfamiliar target audience. Contrary to some prior research, two-sided appeals were found to be less, not more, effective in promoting seller credibility and message acceptance than one-sided appeals. To some extent, however, this effect was attenuated by placing unfavorable product arguments at the end rather than the beginning of the selling appeal. To account for these findings, a disarming effect is proposed. People who have little or no knowledge regarding a seller's particular offering tend to be disarmed by two-sided appeals. As a result, they discount the seller's product-related knowledge. This effect is thought to be more pronounced when the unfavorable information is presented at the beginning of the message. (Reprinted by permission of the publisher.)

Methods, Microcomputers, Selling, Product demonstrations

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Social distance and shopping behavior

Article Abstract:

This research was designed to see whether a reconceptualization of social distance (as measured by social class variables) between shoppers and stores would provide a basis for understanding store avoidance behavior. A survey of shoppers classified into two distinct social classes investigated their images, including social class images, of two stores that had been selected as representatives of upscale and downscale retailers. A new measure of social distance was proposed and evaluated. Controlling for other functional aspects of store image such as price and personnel, the social distance measure was found to be influential in discriminating shopping frequency groups for the two stores, providing evidence that people tend to avoid stores that are perceived as being socially distant from themselves. (Reprinted by permission of the publisher.)

Shopping, Social classes, Social class, Social distance

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Validating the S-O-R paradigm for consumer involvement with a convenience good

Article Abstract:

The Houston and Rothschild S-O-R consumer involvement paradigm is tested for validity with measures of involvement for a shampoo purchase decision. A multitrait-multimethod matrix approach confirms the convergent and discriminant validity of the measure employed. A causal modeling analysis suggests that enduring involvement may work through situational involvement to influence consumer responses. Marketing implications are discussed. (Reprinted by permission of the publisher.)

Shampoos

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