The effects of persuasive messages to reduce avoidant purchasing behavior after the Tohoku earthquake: a focus on the affective-cognitive matching effect


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Description: 2015 Annual Convention of Society for Personality and Social Psychology


Disasters sometimes cause avoidant purchasing in consumers. The avoidance is associated with negative attitudes based on affect. This study examined the effects of persuasive messages aimed at reducing avoidant purchasing after the Tohoku earthquake, focusing on the affective-cognitive persuasion matching effect. In Phase 1, 113 university students were presented with one of four positive messages...


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