Detecting and Explaining Vividness Effects in Attitudinal Judgments
研究了信息生动性对说服力的影响，发现生动性是否增强说服取决于已有信息的有利性，并通过实验验证了这一观点。
A common belief among marketing practitioners is that increasing the vividness of a message enhances its persuasiveness. This belief has received support in experimental investigations, but vividness also has been found to undermine persuasion or to have no effect. The authors extend a current view of memory operation to predict when and how vividness will affect persuasion. According to this view, the favorableness of available information determines the persuasive effect of vividness. This assertion is tested and supported in a series of experiments. The findings are discussed in terms of strategies for controlling vividness effects.