Page 233 - The Handbook of Persuasion and Social Marketing

Effects are smaller for brand attitudes (d = .29) and intentions (d = .27) Explicit conclusions produce slightly more attitude change, but Fear strengthens Fear strengthens Presented results for 21 Fear affects behavior (continued)

Comment difference is not significant attitudes (same) intentions other tactics

SD or (95% CI) (0.16 – 0.75) 0.19 0.20

Effect Size d = .46 (r = .224) r = .05 r = .19 r = .15 r = .13 r = .05 r = .12

Samples

6 7 29 34 43 19
Observations

4,311 7,514 9,686 3,445

Comparative advertising and behavior Explicit vs. implicit conclusions and attitudes Fear and attitudes (same) Fear and intentions (same) Fear and behavior

Topic
Persuasive Techniques Cruz, in Persuasion: Advances

table 8.3 Source Grewal et al., Journal of Marketing, 1997 Through Meta-Analysis, 1998 Mongeau, in Persuasion: Advances Through Meta- Analysis, 1998 Witte & Allen, Health Education & Behavior, 2000 (same) Keller & Lehmann, Journal of Public Policy & Marketing, 2008 Mongeau, in Persuasion: Advances Through Meta-

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