The Effect of Displaying Arguments in Advertisements for Durable Products.
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2021-06-23
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en
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Abstract
Today, we are more and more surrounded by advertisements. Advertisers have come up with
all kinds of ways to attract our attention and persuade us. One of those ways is the use of
arguments (Blair, 2012). Previous research has investigated how different types of arguments
have different effects on the persuasiveness of the advertisement. However, no research has
been done on the effects of consumer’s persuasiveness when advertisements use or do not use
arguments. Therefore, the purpose of this study was to investigate the effects of using
arguments in advertising on persuasiveness. For this study, a between-subject experiment
among 175 Dutch speakers was used. An online questionnaire, containing three
advertisements that either included or excluded an argument. The results show higher
persuasiveness when an advertisement contains an argument. This means that the consumer’s
attitude will change and will more likely buy the product when an argument is displayed in an
advertisement. Future research should focus on the different dimensions of persuasiveness
and examine if the same holds for non-Dutch advertisements.
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