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When Three Charms but Four Alarms: Identifying the Optimal Number of Claims in Persuasion Settings

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How many positive claims should firms use to produce the most positive impression of a product or service? This article posits that when consumers know that the message source has a persuasion motive, the optimal number of positive claims is three. Increasing the number of claims improves consumer perceptions until the fourth claim, at which point consumers' persuasion knowledge causes them to view all the claims with skepticism. The studies herein establish and explore this pattern, which the authors refer to as the ?charm of three.? An initial experiment indicates that impressions peak at three claims for sources with a persuasion motive but not for sources without a persuasion motive. The second experiment indicates that this effect occurs for attitudes and impressions and that increased skepticism at four or more claims explains the effect. Two final experiments examine the mental process by which the charm of three occurs by investigating how cognitive load and sequential claims influence the effect..Printed Journal

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Ketersediaan

Call Number	Location	Available
JM7801	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Perception Size effect behavioral decision making impression formation set
ISBN/ISSN	222429
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data