Business Intelligence

The Art Of Persuasion

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Executive Summary

What types of messages are most persuasive? For example, would you be more likely to buy a TiVo if an ad described it as offering you freedom or if it explained how you could replay sports events? In a new study in the Journal of Consumer Research, Kellogg professors say the key to an effective message is finding the fit between the consumers' goals and the level of abstraction. The researchers found that when consumers aimed to fulfill aspirations and satisfy achievement goals, more abstract messages - for example, those highlighting the freedom TiVo provides - stimulated favorable brand evaluations.

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