Processing contradictory brand information from advertising and social media: an application of the multiple motive heuristic systematic model
Abstract This study tested two major theoretical assumptions of the heuristic systematic model (1) concurrent information processing and (2) multiple processing motives in a common advertising situation where contradictory brand information from different sources (e.g. a positive advertising claim [a persuasive argument] vs. negative consensus information from a third party source [a persuasion cue] was available to consumers with varying motivation (accuracy and defense motivation) Results showed that individuals employed different information processing strategies, depending on motivation type. Accuracy motivated individuals engaged in concurrent (both cue and argument based) processing when involvement was high. Defense motivated individuals sought positive valence, regardless of the level of involvement and type of information.