‘I Want to Persuade You!’–Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign
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In: Social Influence, Vol. 12, No. 4, 02.10.2017, p. 128-140.
Research output: Journal contributions › Journal articles › Research › peer-review
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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 -