Neuroscience viewpoint on the interaction effect between persuasive arguments and celebrity on attitude change

L. Bei; L. Cheng; W. Hsu; Y. Chen

Neuroscience viewpoint on the interaction effect between persuasive arguments and celebrity on attitude change

L. Bei, L. Cheng, W. Hsu, Y. Chen

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

Abstract

This study investigated the interaction effect between arguments and celebrity on attitude. The results of traditional and fMRI experiments showed that heuristic arguments with celebrity required more cognitive resources than strong and weak arguments. Also, consumers generated stronger emotion reaction toward celebrities with heuristic arguments than strong and weak arguments.

Original language	English
Title of host publication	Proceedings of the Association for Consumer Research Conference (ACR 2017)
Publication status	Published - Oct 2017
Event	ACR 2017, Association for Consumer Research Conference, October 26-29, 2017, San Diego, California - San Diego, United States Duration: 26 Oct 2017 → 29 Oct 2017 http://www.acrweb.org/acr/Public/index.aspx

Conference

Conference	ACR 2017, Association for Consumer Research Conference, October 26-29, 2017, San Diego, California
Abbreviated title	ACR 2017
Country/Territory	United States
City	San Diego
Period	26/10/17 → 29/10/17
Internet address	http://www.acrweb.org/acr/Public/index.aspx

Cite this

@inproceedings{b7e889b0f05a46e0832eac0a163298d5,

title = "Neuroscience viewpoint on the interaction effect between persuasive arguments and celebrity on attitude change",

abstract = "This study investigated the interaction effect between arguments and celebrity on attitude. The results of traditional and fMRI experiments showed that heuristic arguments with celebrity required more cognitive resources than strong and weak arguments. Also, consumers generated stronger emotion reaction toward celebrities with heuristic arguments than strong and weak arguments.",

author = "L. Bei and L. Cheng and W. Hsu and Y. Chen",

year = "2017",

month = oct,

language = "English",

booktitle = "Proceedings of the Association for Consumer Research Conference (ACR 2017)",

note = "ACR 2017, Association for Consumer Research Conference, October 26-29, 2017, San Diego, California , ACR 2017 ; Conference date: 26-10-2017 Through 29-10-2017",

url = "http://www.acrweb.org/acr/Public/index.aspx",

}

Bei, L, Cheng, L, Hsu, W & Chen, Y 2017, Neuroscience viewpoint on the interaction effect between persuasive arguments and celebrity on attitude change. in Proceedings of the Association for Consumer Research Conference (ACR 2017). ACR 2017, Association for Consumer Research Conference, October 26-29, 2017, San Diego, California , San Diego, California, United States, 26/10/17.

TY - GEN

T1 - Neuroscience viewpoint on the interaction effect between persuasive arguments and celebrity on attitude change

AU - Bei, L.

AU - Cheng, L.

AU - Hsu, W.

AU - Chen, Y.

PY - 2017/10

Y1 - 2017/10

N2 - This study investigated the interaction effect between arguments and celebrity on attitude. The results of traditional and fMRI experiments showed that heuristic arguments with celebrity required more cognitive resources than strong and weak arguments. Also, consumers generated stronger emotion reaction toward celebrities with heuristic arguments than strong and weak arguments.

AB - This study investigated the interaction effect between arguments and celebrity on attitude. The results of traditional and fMRI experiments showed that heuristic arguments with celebrity required more cognitive resources than strong and weak arguments. Also, consumers generated stronger emotion reaction toward celebrities with heuristic arguments than strong and weak arguments.

M3 - Conference contribution

BT - Proceedings of the Association for Consumer Research Conference (ACR 2017)

T2 - ACR 2017, Association for Consumer Research Conference, October 26-29, 2017, San Diego, California

Y2 - 26 October 2017 through 29 October 2017

ER -

Neuroscience viewpoint on the interaction effect between persuasive arguments and celebrity on attitude change

Abstract

Conference

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