Advertising a Desired Change: When Process Simulation Fosters (vs. Hinders) Credibility and Persuasion
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DOI: 10.1177/0022243720904758
Abstract: Ads promising a desired change are ubiquitous in the marketplace. These ads typically include visuals of the starting and ending point of the promised change (“before/after” ads). “Progression” ads, which include intermediate steps in addition… read more here.
Keywords: change; progression ads; process simulation; simulation ... See more keywords