The Effects of Argument Structure and Affective Tagging on Product Attitude Formation
How do structural and affective elements in a persuasive message influence consumers' product beliefs and attitudes? In this article, we examine how the logical structure of arguments (provided through warrants) influences consumers' beliefs about product claims Next, we examine how explic...
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| Veröffentlicht in: | The Journal of consumer research 1993-09, Vol.20 (2), p.294-302 |
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| container_title | The Journal of consumer research |
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| creator | Munch, James M. Boller, Gregory W. Swasy, John L. |
| description | How do structural and affective elements in a persuasive message influence consumers' product beliefs and attitudes? In this article, we examine how the logical structure of arguments (provided through warrants) influences consumers' beliefs about product claims Next, we examine how explicit statements about product claim desirability (provided through affective tag sentences) influence product attitude. Our results show that argument structure has a strong effect on consumers' beliefs. More important, our results suggest that consumers' product attitudes are based on their beliefs about product claims, but only when the desirability of those claims is made explicit. |
| doi_str_mv | 10.1086/209350 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0093-5301 |
| ispartof | The Journal of consumer research, 1993-09, Vol.20 (2), p.294-302 |
| issn | 0093-5301 1537-5277 |
| language | eng |
| recordid | cdi_proquest_journals_215038020 |
| source | Oxford University Press Archive; EBSCOhost Business Source Complete; JSTOR Archive Collection A-Z Listing |
| subjects | Advertising research Attitude formation Brands Consumer attitudes Consumer research Empirical evidence Marketing Persuasion Psychological attitudes Radio advertising Rhetorical argument Rhetorical questions Statistical analysis Studies Variance analysis |
| title | The Effects of Argument Structure and Affective Tagging on Product Attitude Formation |
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