Daniella Kupor, Boston University
Poster Session Presentation
Marketers fiercely compete to motivate consumers to click on their advertisements in order to nudge them along the path to purchase. When marketers urge consumers to learn more about the products they promote, they often have the option to highlight aspects of those products that have either changed, or that have longevity. Daniella Kupor will describe research which finds that framing messages and offerings around the notion of change can enhance persuasion by stimulating a precious cognitive reaction: the curiosity to learn more. She will provide findings from an online field experiment as well as controlled lab studies that demonstrate how these findings can be applied across a range of domains.
Related ConferenceApr 03 – 05, 2019
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