Vividness Can Undermine or Enhance Message Processing : The Moderating Role of Vividness Congruency

@inproceedings{Smith2000VividnessCU,
  title={Vividness Can Undermine or Enhance Message Processing : The Moderating Role of Vividness Congruency},
  author={Stephen M. Smith and David R. Shaffer},
  year={2000}
}
Previous research on the subject of vividness effects in persuasion has yielded conflicting outcomes that are difficult to interpret. The authors outline a theoretical position that anticipates conditions under which vivid message presentations can either enhance or inhibit message processing and persuasion. The key moderator is vividness congruency, which is defined as the extent to which the vivid elements of a message are congruent with the theme of the message itself. Two experiments were… CONTINUE READING