ABSTRACT

This study employs a heuristic-systematic model to examine the internal mechanisms responsible for the persuasiveness of text descriptions that are high (vs. low) in creativity, and their effect on consumers’ attitudes toward products. It also examines the moderating role of trust cues. We theorised and demonstrated via three between-subjects design experiments that text descriptions high in creativity can be perceived as providing a heuristic signal of style and systematic information regarding their content. Furthermore, perceived effort and perceived message strength mediated the persuasiveness of text descriptions high in creativity in parallel, as measured by consumers’ attitudes. Moreover, the positive valence of the mediating role depended on trust cues. The present study reveals a novel dual-process model of the persuasiveness of text descriptions high (vs. low) in creativity and identifies the boundary condition. The implications of these findings for consumer decision-making and firms seeking to manage online product presentation are discussed.

摘要

这项研究采用启发式系统模型来研究内部机制，这些内部机制对具有较高（相对于较低）创造力的文字描述的说服力及其对消费者对产品态度的影响。它还检查了信任提示的调节作用。我们通过三个对象间设计实验进行了理论化和论证，认为具有很高创造力的文字描述可被视为提供了风格的启发式信号以及有关其内容的系统信息。此外，根据消费者的态度，感知到的努力和感知到的消息强度与具有很高创造力的文本描述的说服力并行。此外，调解角色的正价取决于信任提示。本研究揭示了创造力高（相对低）的文字描述具有说服力的新型双过程模型，并确定了边界条件。讨论了这些发现对消费者决策和寻求管理在线产品展示的公司的意义。