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.
|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
|Conference||ACR 2017, Association for Consumer Research Conference, October 26-29, 2017, San Diego, California|
|Abbreviated title||ACR 2017|
|Period||26/10/17 → 29/10/17|