TY - JOUR
AU - Kardes, Frank R.
AB - An experiment investigated the relation between inference and persuasion. Subjects were exposed to an ad in which presence or absence of conclusions and level of involvement were manipulated orthogonally. Omitted conclusions were more likely to be inferred spontaneously in high than in low involvement conditions. Further, when conclusions were omitted and high involvement made spontaneous inference formation likely, brand attitudes were more favorable and accessible than attitudes formed in low involvement conditions. Brand attitudes based on spontaneous inferences were as favorable and more accessible than attitudes formed in explicit conclusion conditions. The effects of motivation and effort on inference are discussed.
TI - Spontaneous Inference Processes in Advertising: The Effects of Conclusion Omission and Involvement on Persuasion
JF - Journal of Consumer Research
DO - 10.1086/209159
DA - 1988-09-01
UR - https://www.deepdyve.com/lp/oxford-university-press/spontaneous-inference-processes-in-advertising-the-effects-of-2ZLuEEnaQL
SP - 225
EP - 233
VL - 15
IS - 2
DP - DeepDyve
ER -