What is the effect of different types of explanations on the persuasiveness of an advertisement on respondents?
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2021-06-23
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en
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The current study focused on the persuasiveness of an advertisement concerning an environmental issue (reduction of plastic) on respondents. A total of 137 students who mainly were of Dutch, German, Vietnamese, English, and international origin evaluated three degrees of type of explanation: How explanation, Why explanation, and no explanation by viewing an advertisement. Respondents evaluated the attitude towards the ad, the attitude towards the behavior, and the intention to implement the behavior in an online questionnaire. In the current study, there was no significant effect of different types of explanation (how, why, no explanation) on the attitude towards the ad, attitude towards the behavior, and intention to implement the behavior. Several factors could have led to the insignificant effects, namely, a lack in the design of the advertisements, an irrelevant setting, or the choice of cultures, for example, which can be implemented in future research.
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