The trustworthy brand : effects of conclusion explicitness and persuasion awareness on consumer judgments

Martin, Brett A.S. & Strong, Carolyn A. (2016) The trustworthy brand : effects of conclusion explicitness and persuasion awareness on consumer judgments. Marketing Letters, 27(3), pp. 473-485.

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Two studies examine how a consumer’s awareness of marketing tactics influences the effectiveness of conclusion explicitness advertising (implicit, open-ended or explicit, closed-ended conclusions). Study 1 shows that persuasion awareness and conclusion explicitness influence brand evaluations. Persuasion aware consumers prefer implicit conclusions in comparative advertising that allow them to decide which brand is superior, rather than explicit conclusions which state the superior brand. Persuasion unaware consumers show no difference for conclusion explicitness. Brand trust mediates the results. Study 2 demonstrates the robustness of these effects. Research contributions include persuasion awareness as a moderator of conclusion explicitness effects and the role of trust as a mediator. For managers, results show how implicit conclusions can improve the brand evaluations of persuasion aware consumers.

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ID Code: 81820
Item Type: Journal Article
Refereed: Yes
Keywords: Conclusion Explicitness, Persuasion Awareness, Trust, Persuasion Knowledge
DOI: 10.1007/s11002-014-9343-9
ISSN: 0923-0645
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 16 Feb 2015 22:27
Last Modified: 26 Aug 2016 01:23

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