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Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion.
- Source :
-
JMR, Journal of marketing research [J Mark Res] 2009 Jun 01; Vol. 46 (3), pp. 384-395. - Publication Year :
- 2009
-
Abstract
- How do arousal-inducing contexts, such as frightening or romantic television programs, influence the effectiveness of basic persuasion heuristics? Different predictions are made by three theoretical models: A general arousal model predicts that arousal should increase effectiveness of heuristics; an affective valence model predicts that effectiveness should depend on whether the context elicits positive or negative affect; an evolutionary model predicts that persuasiveness should depend on both the specific emotion that is elicited and the content of the particular heuristic. Three experiments examined how fear-inducing versus romantic contexts influenced the effectiveness of two widely used heuristics-social proof (e.g., "most popular") and scarcity (e.g., "limited edition"). Results supported predictions from an evolutionary model, showing that fear can lead scarcity appeals to be counter-persuasive, and that romantic desire can lead social proof appeals to be counter-persuasive. The findings highlight how an evolutionary theoretical approach can lead to novel theoretical and practical marketing insights.
Details
- Language :
- English
- ISSN :
- 0022-2437
- Volume :
- 46
- Issue :
- 3
- Database :
- MEDLINE
- Journal :
- JMR, Journal of marketing research
- Publication Type :
- Academic Journal
- Accession number :
- 19727416
- Full Text :
- https://doi.org/10.1509/jmkr.46.3.384