When and why vivid description is effective: The role of message involvement and utilitarian attitude
Abstract
With the prevalence of online shopping, product presentation tactics, especially text descriptions, are particularly significant in attracting consumers. Of current text description styles, pallid and vivid styles predominate. However, it is not entirely clear how these description styles affect consumer utilitarian attitude and purchase intention. Addressing this gap, two online experiments were conducted to support a moderated mediation model...
Paper Details
Title
When and why vivid description is effective: The role of message involvement and utilitarian attitude
Published Date
Aug 23, 2019
Journal
Volume
40
Issue
10
Pages
4811 - 4824
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Notes
History