Abstract:
The purpose of this study was to examine the effect of different types of explanations (how-explanation, why-explanation, and no explanation) on persuasiveness, where persuasiveness is based on three dimensions: attitude towards the advertisement, attitude towards the advertised behaviour, and intention to perform that behaviour, in the context of advertisements that promote environmentally friendly behaviour. To examine this, an experiment was conducted with 137 participants filling in an online questionnaire, in which they saw either an advertisement with a how-explanation, why-explanation, or no explanation. Although differences were expected, no effect of the different types of explanations on persuasiveness was found in this study. The results further contribute to the knowledge in the field of explanations and persuasiveness of advertisements. An implication for advertisers is that only using one type of explanation will not lead to more persuasiveness, so other options need to be investigated. By using stronger arguments as explanations or combinations of different types of explanations in advertisements a more persuasive effect could be achieved.
