The Influence of Repetitive Health Messages and Sensitivity to Fluency on the Truth Effect in Advertising

Posted: 4 Jan 2016

See all articles by Aparna Sundar

Aparna Sundar

University of Oregon - Department of Marketing

Frank R. Kardes

University of Cincinnati - Department of Marketing

Scott A. Wright

Providence College

Date Written: January 3, 2016

Abstract

Although merely repeating a product claim does not influence the objective validity of the claim, it often increases the subjective validity of the claim (the truth effect). Research notes that the truth effect plays an important role in health advertising. The present research investigates the moderating role of sensitivity to feelings of fluency (or processing ease) on the truth effect. The truth effect was more pronounced when the need for affect was high rather than low (Study 1) and when consumers were primed to trust their feelings (Study 2). Finally, Study 3 and Study 4 replicate these findings using advertising appeals. Advertisements that encourage consumers to focus on their feelings increase susceptibility to the truth effect.

Keywords: Truth Effect, Fluency, Need for Affect

Suggested Citation

Sundar, Aparna and Kardes, Frank R. and Wright, Scott A., The Influence of Repetitive Health Messages and Sensitivity to Fluency on the Truth Effect in Advertising (January 3, 2016). Sundar, Aparna, Frank R. Kardes and Scott A. Wright. (2015), “The Influence of Repetitive Health Messages and Sensitivity to Fluency on the Truth Effect in Advertising,” Journal of Advertising, Vol. 44, No. 4, 375–387, 2015. Available at SSRN: https://ssrn.com/abstract=2710351

Aparna Sundar (Contact Author)

University of Oregon - Department of Marketing ( email )

United States

HOME PAGE: http://https://business.uoregon.edu/faculty/aparna-sundar

Frank R. Kardes

University of Cincinnati - Department of Marketing ( email )

United States

Scott A. Wright

Providence College ( email )

United States

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