Picture-based persuasion processes and the moderating role of involvement

Article Abstract:

Although pictures have been shown to enhance the impact of persuasive communications, little is known about the robustness of such effects. This study examines how involvement moderates the process by which pictures affect brand attitudes and purchase intentions. The results show that involvement's moderating role depends on whether pictures convey product-relevant information. Whereas the impact of affect-laden pictures devoid of product-relevant information declines as involvement increases, involvement exerts the opposite effect for product-relevant pictures. The results also demonstrate that the images evoked by pictures and thoughts about a picture's appropriateness play an important role in the persuasion process underlying peripheral pictures. (Reprinted by permission of the publisher.)

Advertising, Persuasion (Psychology), Persuasion (Rhetoric), Pictures

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Buyer uncertainty and information search

Article Abstract:

Preliminary measures of pre-purchase uncertainty were developed through focus group interviews and were administered to a nationwide sample of recent appliance purchasers. Responses indicated the presence of two general types of uncertainty: knowledge uncertainty (uncertainty regarding information about alternatives) and choice uncertainty (uncertainty about which alternative to choose). In exploring how each of these uncertainty dimensions was related to search behavior, we found that choice uncertainty appeared to increase search, but knowledge uncertainty had a weaker, negative effect on search. Implications of the findings for previous research on the relationship between uncertainty and search are discussed, along with research directions. (Reprinted by permission of the publisher.)

Purchasing

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Consumer normal price estimation: market versus personal standards

Article Abstract:

In reference-price models, internal reference price is typically estimated from actual market prices. Given the generally poor price knowledge consumer have exhibited in prior research, the question is whether it is reasonable to use actual market prices to estimate consumers' internal reference-price standards. The initial answer provided in this research, surprisingly, is yes. Although internal reference prices are measurable and do affect consumer price perception, the gains in measuring and using those standards in predicting brand choice for frequently purchased products may not be worth the costs. Reasons why the surrogate price measure may work and implications for the measurement of internal reference-price standards are considered. (Reprinted by permission of the publisher.)

Forecasts and trends, Prices, Forecasting

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