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| Author: | Amos, C. Grau, S.L. |
| Title: | Does consumer scepticism negate the effects of visceral cues in weight loss advertising? |
| Journal: | International Journal of Advertising
2011 : VOL. 30:4, p. 693-719 |
| Index terms: | advertising research psychology marketing consumer attitudes advertising effectiveness emotions |
| Language: | eng |
| Abstract: | The theory of visceral influences assumes that certain drive states are commonly associated with impulsive behaviour, and that stimuli that maximise a reward's temporal and hedonic appeal can convince even cautious consumers. In this research both sceptical and non-sceptical individuals are examined. The purpose of this study is to examine the effects of visceral cues and scepticism's connection to them in a weight loss advertising context. |
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