Processing contradictory brand information from advertising and social media: an application of the multiple-motive heuristic-systematic model |
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Authors: | Kyongseok Kim Karen W King Jooyoung Kim |
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Institution: | 1. Department of Mass Communication &2. Communication Studies, Towson University , Towson, MD, USA;3. Department of Advertising &4. Public Relations, University of Georgia , Athens, GA, USA |
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Abstract: | This study tested two major theoretical assumptions of the heuristic-systematic model – (1) concurrent information processing and (2) multiple processing motives – in a common advertising situation where contradictory brand information from different sources (e.g. a positive advertising claim a persuasive argument] vs. negative consensus information from a third-party source a persuasion cue]) was available to consumers with varying motivation (accuracy and defense motivation). Results showed that individuals employed different information processing strategies, depending on motivation type. Accuracy-motivated individuals engaged in concurrent (both cue- and argument-based) processing when involvement was high. Defense-motivated individuals sought positive valence, regardless of the level of involvement and type of information. |
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Keywords: | Contradictory brand information heuristic-systematic model motivation advertising social media |
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