Do opposites attract? Understanding opposition in promotion

详细信息	查看全文 | 推荐本文 |

• 作者：Anjala S. Krishen^a ; ^{anjala.krishen@unlv.edu} ; Pamela Miles Homer^b ; ^{pamela@csulb.edu}
• 关键词：Promotion ; Ad execution ; Contrast ; Opposition ; Visual complexity
• 刊名：Journal of Business Research
• 出版年：2012
• 期刊代码：31_01482963
• 类别：eco
• 出版时间：August, 2012
• 卷：65
• 期：8
• 页码：1144-1151
• 文件大小：759 K

摘要

Opposition, a promotion execution style that uses contrasting/contradictory images and/or verbal cues, is recognizable across numerous media. In spite of its popularity and perceived effectiveness, empirical evidence regarding opposition as an effective execution mechanism is limited. A series of three experiments demonstrates that the underlying mechanism for opposition is reduction of visual complexity and the simplification of processing that leads to increased recall of product claims. In addition, the moderating impact of cognitive load is examined, showing that under high cognitive load, recall is significantly higher for oppositional appeals than for non-oppositional ones. Theoretical and managerial implications are offered.