Peripheral persuasion and brand choice

Although the impact of peripheral advertising cues on postcommunication attitudes has received considerable attention in the research literature, less consideration has been given to whether such persuasion affects behavior. This research examines the potential for peripheral persuasion to influence...

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Bibliographic Details
Published in:The Journal of consumer research 1992-09, Vol.19 (2), p.226-239
Main Authors: Miniard, P.W. (University of South Carolina, Columbia, SC), Sirdeshmukh, D, Innis, D.E
Format: Article
Language:English
Subjects:
ADVERTISING
Advertising research
ALIMENTOS
BRAND NAME PRODUCTS
Brand preferences
Brands
COMPORTAMIENTO DEL CONSUMIDOR
COMPORTEMENT DU CONSOMMATEUR
Consumer attitudes
Consumer behavior
CONSUMER BEHAVIOUR
Consumer research
CONSUMER SURVEYS
DECISION MAKING
ENCUESTAS AL CONSUMIDOR
ENQUETE AUPRES DES CONSOMMATEURS
FOODS
MARCA COMERCIAL
Marketing
MARQUE COMMERCIALE
Persuasion
PRISE DE DECISION
Product choice
PRODUIT ALIMENTAIRE
Psychological attitudes
PUBLICIDAD
PUBLICITE
Soft drinks
Studies
Sweetness
TOMA DE DECISIONES
TRADE MARKS
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Summary:Although the impact of peripheral advertising cues on postcommunication attitudes has received considerable attention in the research literature, less consideration has been given to whether such persuasion affects behavior. This research examines the potential for peripheral persuasion to influence brand choice as a function of the degree of differentiation among choice alternatives. The results from three experiments show that peripheral advertising cues can affect brand choice but that the extent of this influence depends on the particular brand-relevant information available at the time of choice. These findings substantiate the usefulness of peripheral persuasion tactics for modifying consumer choice.
ISSN:0093-5301
1537-5277
DOI:10.1086/209298