Abstract
Two studies investigated a counterpersuasive strategy that can be effective for a communicator facing a rival who can deliver his or her message many more times than the communicator. This strategy incorporated: 1) strong counterarguments against the claims of the target message and 2) a mnemonic link between the target message and these counterarguments. Results demonstrated that the combination of counterarguments and mnemonic links not only produced greater resistance to the target ad than a counterad that lacked mnemonic links, but it also undermined the target ad more strongly as the number of exposures to the target ad increased.
Original language | English (US) |
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Pages (from-to) | 276 |
Number of pages | 1 |
Journal | Advances in Consumer Research |
Volume | 33 |
State | Published - 2006 |