Abstract
Although “for you” statements are frequently included in advertisements, little is known about whether and how they affect attitudes toward the advertised product. We report findings of prior research and present our results of three experiments that tested their effect. We found that “for you” statements are ineffective in the case of popular brands and strong arguments, respectively. However, the presence of these statements impairs attitudes when used in ads for less popular brands or if they are combined with weak arguments.
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© 2013 Springer Fachmedien Wiesbaden
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Bombe, S., Gierl, H. (2013). When Self-Referencing Cues are Harmful: The Effects of “For You” Statements in Advertisements on Product Attitudes. In: Rosengren, S., Dahlén, M., Okazaki, S. (eds) Advances in Advertising Research (Vol. IV). EAA Series. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02365-2_22
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DOI: https://doi.org/10.1007/978-3-658-02365-2_22
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