@article{ref1,
title="Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion",
journal="Journal of marketing research",
year="2009",
author="Griskevicius, Vladas and Goldstein, Noah J. and Mortensen, Chad R. and Sundie, Jill M. and Cialdini, Robert B. and Kenrick, Douglas T.",
volume="46",
number="3",
pages="384-395",
abstract="How do arousal-inducing contexts, such as frightening or romantic television programs, influence the effectiveness of basic persuasion heuristics? Different predictions are made by three theoretical models: A general arousal model predicts that arousal should increase effectiveness of heuristics; an affective valence model predicts that effectiveness should depend on whether the context elicits positive or negative affect; an evolutionary model predicts that persuasiveness should depend on both the specific emotion that is elicited and the content of the particular heuristic. Three experiments examined how fear-inducing versus romantic contexts influenced the effectiveness of two widely used heuristics-social proof (e.g., &quot;most popular&quot;) and scarcity (e.g., &quot;limited edition&quot;). Results supported predictions from an evolutionary model, showing that fear can lead scarcity appeals to be counter-persuasive, and that romantic desire can lead social proof appeals to be counter-persuasive. The findings highlight how an evolutionary theoretical approach can lead to novel theoretical and practical marketing insights.<p /><p>Language: en</p>",
language="en",
issn="0022-2437",
doi="10.1509/jmkr.46.3.384",
url="http://dx.doi.org/10.1509/jmkr.46.3.384"
}