๐”– Bobbio Scriptorium
โœฆ   LIBER   โœฆ

When consensus counts: Exploring the impact of consensus claims in advertising

โœ Scribed by Traci H. Freling; Peter A. Dacin

Book ID
104021167
Publisher
Elsevier Science
Year
2010
Tongue
English
Weight
253 KB
Volume
20
Category
Article
ISSN
1057-7408

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โœฆ Synopsis

Abstract

Consensus claims are broad declarative statements used in an advertisement purporting that a majority of a certain group of consumers prefer or use the sponsor's product or service. While consensus claims are frequently used by advertisers, little is known about how they operate or their effectiveness. We utilize attribution theory to provide insight about how consensus claims operate, and to investigate the impact of consensus claims on attributions and brand attitudes. Results suggest consensus claims are an effective advertising strategy, but their persuasive impact varies according to the featured social information and the processing motivation of audience members.

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