‘I Want to Persuade You!’ – Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign
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...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2017-10-01
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| Series: | Social Influence |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/15534510.2017.1378125 |
| _version_ | 1797678962783027200 |
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| author | Simon Schindler Marc-André Reinhard Felix Grünewald Matthias Messner |
| author_facet | Simon Schindler Marc-André Reinhard Felix Grünewald Matthias Messner |
| author_sort | Simon Schindler |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-11T23:07:30Z |
| format | Article |
| id | doaj.art-7bcc328d4db04a948a1364e895510979 |
| institution | Directory Open Access Journal |
| issn | 1553-4510 1553-4529 |
| language | English |
| last_indexed | 2024-03-11T23:07:30Z |
| publishDate | 2017-10-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Social Influence |
| spelling | doaj.art-7bcc328d4db04a948a1364e8955109792023-09-21T12:43:11ZengTaylor & Francis GroupSocial Influence1553-45101553-45292017-10-0112412814010.1080/15534510.2017.13781251378125‘I Want to Persuade You!’ – Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaignSimon Schindler0Marc-André Reinhard1Felix Grünewald2Matthias Messner3University of KasselUniversity of KasselUniversity of MannheimUlm UniversityIn 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.http://dx.doi.org/10.1080/15534510.2017.1378125explicit persuasionsocial engagementcause-related marketingpersuasion strategies |
| spellingShingle | Simon Schindler Marc-André Reinhard Felix Grünewald Matthias Messner ‘I Want to Persuade You!’ – Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign Social Influence explicit persuasion social engagement cause-related marketing persuasion strategies |
| title | ‘I Want to Persuade You!’ – Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign |
| title_full | ‘I Want to Persuade You!’ – Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign |
| title_fullStr | ‘I Want to Persuade You!’ – Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign |
| title_full_unstemmed | ‘I Want to Persuade You!’ – Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign |
| title_short | ‘I Want to Persuade You!’ – Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign |
| title_sort | i want to persuade you investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign |
| topic | explicit persuasion social engagement cause-related marketing persuasion strategies |
| url | http://dx.doi.org/10.1080/15534510.2017.1378125 |
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