TY  - JOUR
PY  - 2009//
TI  - Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion
JO  - Journal of marketing research
A1  - Griskevicius, Vladas
A1  - Goldstein, Noah J.
A1  - Mortensen, Chad R.
A1  - Sundie, Jill M.
A1  - Cialdini, Robert B.
A1  - Kenrick, Douglas T.
SP  - 384
EP  - 395
VL  - 46
IS  - 3
N2  - 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., "most popular") and scarcity (e.g., "limited edition"). 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> 
LA  - en
SN  - 0022-2437
UR  - http://dx.doi.org/10.1509/jmkr.46.3.384
ID  - ref1
ER  -