Consumer skepticism of advertising claims: testing hypotheses from economics of information

Article Abstract:

Propositions regarding consumers' differential skepticism for search, experience, and credence claims are tested in an experiment using adult consumers. The results provide clear support of Nelson's (1970) hypotheses that consumers are more skeptical of experience than search attribute claims and more skeptical of subjective than of objective claims. No support is found, however, for the Darby and Karni (1973) hypotheses that consumers will be more skeptical of credence than of experience attribute claims or for the hypothesis that consumers will not be less skeptical of experience claims for low-priced goods. (Reprinted by permission of the publisher.)

Psychological aspects, Advertising, Consumer behavior, Motivation research (Marketing)

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Rhetorical question, summarization frequency, and argument strength effects on recall

Article Abstract:

Summarizing rhetorical questions were used in a sales presentation for a new product. In a high involvement setting, grammatical form, summarization frequency, and argument strength were manipulated. Unlike results of past studies, rhetoricals reduced argument recall. Furthermore, using more rhetoricals paired with strong arguments decreased recall, but using more rhetoricals with weak arguments did not. Message acceptance, thought verbalization, and self-reported distraction data were consistent with our recall findings. (Reprinted by permission of the publisher.)

Usage, Product development, Advertising research

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Examining the target of receiver elaborations: rhetorical question effects on source processing and persuasion

Article Abstract:

An earlier study by Petty, Cacioppo and Heesacker published in 1981 on the effects of rhetorical questions is extended in order to demonstrate how important it is to consider the target of the receivers' elaborations in theory testing and development. New insights into how rhetorical questions influence persuasion are provided by the examination of source-related elaborations, and implications for the Elaboration Likelihood Model are examined.

Communication, Communications, Consumers, Information theory, Human information processing, Persuasion (Rhetoric)

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