Matching Persuasive Messages to Experimentally Induced Needs
نویسندگان
چکیده
The functional perspective on attitudes suggests that individuals will be more persuaded by advertisements that match their individual needs or attitude functions. Although previous research provided correlational support for this functional approach, the current study aimed to provide a stronger, experimental test. A pilot study validated situational manipulations of the value-expressive and knowledge functions. Experiment 1 revealed that ads that matched situationally induced needs were more appealing than those that did not match. Results suggest the effectiveness of marketers, legislators, and educators situationally arousing or making salient diverse motives in individuals, and then meeting these motives with carefully designed advertisements, political or educational appeals.
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