NDLI: “Top 10” reasons: When adding persuasive arguments reduces persuasion

Content Provider	Springer Nature Link
Author	Weaver, Kimberlee Hock, Stefan J. Garcia, Stephen M.
Copyright Year	2014
Abstract	Across four studies, we show that experts’ efforts to strengthen the persuasiveness of health and civic duty-related appeals actually weakened them. When designing “Top 10” reasons lists to get people to quit smoking, encourage young people to vote, and persuade individuals to engage in fitness, governmental (studies 1–2) and non-profit (study 3) agencies chose to include mildly strong reasons alongside strong ones in their effort to be as persuasive as possible. However, from the target audience’s perspective, those mildly favorable reasons actually decreased the persuasiveness of the message compared to a condition in which fewer but only highly persuasive reasons were used. Building upon the Presenter’s Paradox by Weaver, Garcia & Schwarz (Journal of Consumer Research 39 (3):445–460, 2012), these results demonstrate that averaging in impression formation occurs not only in targets commonly thought of as unified entities such as consumer products and people but also occurs in persuasion contexts where the individual arguments comprising a message are independent of each other.
Starting Page	27
Ending Page	38
Page Count	12
File Format	PDF
ISSN	09230645
Journal	Marketing Letters
Volume Number	27
Issue Number	1
e-ISSN	1573059X
Language	English
Publisher	Springer US
Publisher Date	2014-06-04
Publisher Place	New York
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Presenter’s Paradox Averaging and adding Self/other differences Persuasive arguments Marketing
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics Marketing

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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