‘I Want to Persuade You!’–Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign

Publikation: Beiträge in ZeitschriftenZeitschriftenaufsätzeForschungbegutachtet

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‘I Want to Persuade You!’–Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign. / Schindler, Simon; Reinhard, Marc André; Grünewald, Felix et al.
in: Social Influence, Jahrgang 12, Nr. 4, 02.10.2017, S. 128-140.

Publikation: Beiträge in ZeitschriftenZeitschriftenaufsätzeForschungbegutachtet

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@article{ccb150a158894cc7872366487553d3ef,
title = "{\textquoteleft}I Want to Persuade You!{\textquoteright}–Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign",
abstract = "In explicit persuasion, the communicator states explicitly a desire to persuade the consumer. By referring to an attributional approach, social engagement was simultaneously explored as a beneficial communicator attribute, while cause-related marketing (CRM) was addressed as a boundary condition. In an experiment, we varied the persuasion strategy (explicit vs. implicit), the communicator{\textquoteright}s prior experience with social engagement (yes vs. no), and the specific marketing strategy (CRM vs. non-charity marketing). As expected, in the non-charity marketing condition, explicit (vs. implicit) persuasion was more effective when the communicator had prior experience in social engagement. In the CRM condition, explicit (vs. implicit) persuasion was less effective when the communicator had prior experience in social engagement; when no prior experience was reported, persuasiveness increased.",
keywords = "cause-related marketing, Explicit persuasion, persuasion strategies, social engagement, Psychology",
author = "Simon Schindler and Reinhard, {Marc Andr{\'e}} and Felix Gr{\"u}newald and Matthias Messner",
year = "2017",
month = oct,
day = "2",
doi = "10.1080/15534510.2017.1378125",
language = "English",
volume = "12",
pages = "128--140",
journal = "Social Influence",
issn = "1553-4510",
publisher = "Taylor and Francis Ltd.",
number = "4",

}

RIS

TY - JOUR

T1 - ‘I Want to Persuade You!’–Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign

AU - Schindler, Simon

AU - Reinhard, Marc André

AU - Grünewald, Felix

AU - Messner, Matthias

PY - 2017/10/2

Y1 - 2017/10/2

N2 - In explicit persuasion, the communicator states explicitly a desire to persuade the consumer. By referring to an attributional approach, social engagement was simultaneously explored as a beneficial communicator attribute, while cause-related marketing (CRM) was addressed as a boundary condition. In an experiment, we varied the persuasion strategy (explicit vs. implicit), the communicator’s prior experience with social engagement (yes vs. no), and the specific marketing strategy (CRM vs. non-charity marketing). As expected, in the non-charity marketing condition, explicit (vs. implicit) persuasion was more effective when the communicator had prior experience in social engagement. In the CRM condition, explicit (vs. implicit) persuasion was less effective when the communicator had prior experience in social engagement; when no prior experience was reported, persuasiveness increased.

AB - In explicit persuasion, the communicator states explicitly a desire to persuade the consumer. By referring to an attributional approach, social engagement was simultaneously explored as a beneficial communicator attribute, while cause-related marketing (CRM) was addressed as a boundary condition. In an experiment, we varied the persuasion strategy (explicit vs. implicit), the communicator’s prior experience with social engagement (yes vs. no), and the specific marketing strategy (CRM vs. non-charity marketing). As expected, in the non-charity marketing condition, explicit (vs. implicit) persuasion was more effective when the communicator had prior experience in social engagement. In the CRM condition, explicit (vs. implicit) persuasion was less effective when the communicator had prior experience in social engagement; when no prior experience was reported, persuasiveness increased.

KW - cause-related marketing

KW - Explicit persuasion

KW - persuasion strategies

KW - social engagement

KW - Psychology

UR - http://www.scopus.com/inward/record.url?scp=85029459173&partnerID=8YFLogxK

U2 - 10.1080/15534510.2017.1378125

DO - 10.1080/15534510.2017.1378125

M3 - Journal articles

AN - SCOPUS:85029459173

VL - 12

SP - 128

EP - 140

JO - Social Influence

JF - Social Influence

SN - 1553-4510

IS - 4

ER -

DOI

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