When the “Charm of Three” fades: The impact of number of claims and mental imagery on persuasion
When the “Charm of Three” fades: The impact of number of claims and mental imagery on persuasion
复制标题
当“三的魅力”消退时：主张数量和心理意象对说服力的影响
DOI：
10.1002/jcpy.1256
复制
发表时间：
2021
影响因子：
4.8
通讯作者：
Shi Xinzhan
中科院分区：
文献类型：
--
作者：
Wang Liangyan;Chan Eugene;Chen Haipeng;Lin Han;Shi Xinzhan
鉴于当今市场上意象诉求的盛行，本研究研究了心理意象在消费者如何处理和反应不同数量的广告声称的广告中的作用。过去的研究提出，“三”是最大限度地提高说服力的广告主张的神奇数量，而三个以上的广告主张增加了人们的怀疑，降低了评价。在目前的研究中，我们复制了这种所谓的三的魅力效应，但只有当消费者不参与心理意象时，我们才会发现这种效应有所缓和，因为三个以上的广告索赔越多，产品评价就越有利。此外，我们提供的证据表明，心理意象的调节效应是由运输和对广告索赔的怀疑驱动的，当有三个以上的广告索赔时，心理意象增加了运输，减少了怀疑。我们的研究有助于更好地理解“三魅力”效应及其边界条件和潜在机制。
Given the prevalence of imagery appeals in today’s marketplace, the current research studies the role of mental imagery in how consumers process and react to advertisements with different numbers of ad claims. Past research has proposed “three” as the magical number of ad claims that maximizes persuasion, with more than three ad claims increasing skepticism and reducing evaluation. In the current research, we replicate this so‐called “charm of three” effect, but only when consumers do not engage in mental imagery; when they do, however, we find that the effect is moderated, in that more ad claims beyond three produces more favorable product evaluation. Additionally, we provide evidence that the moderating effect of mental imagery is driven by transportation and skepticism toward the ad claims, with mental imagery increasing transportation and decreasing skepticism when there are more than three ad claims. Our research contributes to a better understanding of the “charm of three” effect, its boundary conditions, and underlying mechanism.