LITERATURE REVIEW (12-16 pages) This essay is basically synthesizing 10 sources to support the new research im proposing that needs to be done. The sources needs to be categorized into 3/4 subheadings

Challenges to attitude and behaviour change through persuasion LOUISE M. HASSAN 1* and NINA MICHAELIDOU 2 1 Bangor Business School, Bangor University, Bangor, LL57 2DG, Wales UK2School of Business and Economics, Loughborough University, Leicestershire, LE11 3TU, UK Persuasion generally refers to the formation or change in attitudes by individuals in response to processing information about the attitude object contained in the message, for exam- ple, advertisement for a product (Bohneret al., 2008). Per- suasion has long been studied and is central to the study of marketing and, speciﬁcally, consumer behaviour. Persuasion plays a key part in engendering attitudinal and behavioural change (e.g. Pettyet al., 2003; Petty and Cacioppo, 1981) and is therefore instrumental to the success of marketing communication and promotional campaigns. Billions of pounds are spent annually by advertisers (£16.1 billion in 2011) in an attempt to inﬂuence or change consumers’attitudes towards products, services and/or brands (Durani, 2012). Much of our current understanding of the effects of persuasion comes from work started in the 1980s by Petty and colleagues on the elaboration likelihood model (e.g. Pettyet al., 2003; Petty and Cacioppo, 1981), as well as work by Chaiken and colleagues on the heuristic-systematic model (e.g. Chaikenet al., 1989).

Despite the vast body of research on attitude change theories and models, there is a clear need for further research on persuasion from different perspectives and contexts. This special issue aims to offer new insights and perspectives on attitude change through persuasion in the domain of consumer behaviour.

In particular, we sought to extend both the theoretical and methodological approaches used to understand persuasion and its impact on attitude and behaviour, by seeking research that lies outside the traditional theories of persuasion or that utilises qualitative approaches that are much less applied in this research area. As a result, we have included articles that approach persuasion from less traditional routes and provide an innovative view on the role and impact of persuasion in addition to articles using experimental research approaches.

The special issue arose in part because of the editors’roles as chairs of the Academy of Marketing Consumer Research Special Interest Group. We hosted a workshop at the University of Birmingham in December 2011 to generate interest and facilitate debate on this important topic. Some of the work presented at this workshop appears in this issue.

Five articles spanning a range of topics have been selected. These include resistance to persuasion; product placement effects on persuasion and attitudes; attitudinal and emotional reactions to shock advertising; spurious tribal- ism and persuasion at a micro-social level; and the impact of analytical and imaginary information processing modes onattitude towards comparative advertisements. The special issue call generated a large number of submissions, and we would like to thank all those who contributed which enabled us to put together this special issue. Our thanks also go to the many reviewers, all those who submitted articles to the work- shop and the journal andﬁnally the authors for working hard on improving their articles at each stage of the review process.

Theﬁrst article by Dursun and Tümer Kabadayi draws on the work of Ahluwalia (2000) to examine resistance to per- suasion in an anti-consumption context with consumers who possess negative attitudes towards frozen foods. The authors conduct experimental research in Turkey to investi- gate the role of initial attitude strength and persuasive message strength in triggering and/or hindering biased assimilation processes. Findings from this research extend our understanding of how consumers cope with positive product information, which inﬂuences their decision to resist products. The study’sﬁndings further show that consumers with strong or moderate attitudes respond differently to positive product information. The second article by Coker, Altobello and Balasubramanian examine the role of social context on attitudes towards product placements. Using quantitative research, the authors focus on prominent product placements, which they argue when executed carefully can enhance attitudes and be persuasive. They investigate the effect of viewing with friends on attitudes towards product placements in television shows. Findings from a laboratory experiment suggest that consumers’attitude to prominent product placements are more favourable if they are watching with friends as opposed to strangers. On the basis of their ﬁndings, the authors provide interesting suggestions with regard to communication and promotional campaigns that will enhance consumers’attitudes towards product placements viewed in social contexts.

The third article by Parryet al. utilises focus groups to examine consumer reactions to shock advertisements. The research focuses on examining similarities and differences across the for-proﬁ t and not-for-proﬁt sectors and further examines the inﬂuences of gender and religion. Theﬁndings suggest that religion does affect how consumers emotional reactions to shock advertisements. Overall the use of shock advertisements is familiar to consumers, but consumers are inclined to accept their use more readily within a not-for-proﬁt context than the for-proﬁt context. Religious taboos or morally offensive images such as dead babies are not viewed positively by consumers and are deemed inappropriate themes for adver- tising. The fourth article builds on the literature on tribalism.

Richardson uses literature insights in writing a conceptual * Correspondence to: Dr. Louise M. Hassan, Bangor Business School, Bangor University, Bangor, LL57 2DG, UK.

Journal of Consumer Behaviour,J. Consumer Behav.12:91–92 (2013) Published online in Wiley Online Library (wileyonlinelibrary.com)DOI:10.1002/cb.1429 argument on the potential for persuasion among tribal mem- bers of the X factor TV brand. He delineates the process of persuasion by assessing both the role of the marketer and the need for linking values that bind together the tribal members.

Without support from marketers, spurious tribalism may occur that undermines the ability of tribal members to persuade each other to engage in behaviours that are beneﬁcial to the brand.

Richardson closes with a need for empirical research to gain an enriched view on the propositions developed.

Theﬁnal article by Kalro, Sivakumaran and Marathe exam- ines the roles of analytical and imaginary information proces- sing modes on individuals’attitudes towards comparative advertising formats. The authors focus on direct and indirect comparative advertising, suggesting that each may require a different information processing condition. Using an experi- mental design and smart phones as the product stimuli of the comparative ads, the authors’ﬁndings suggest that comparative advertising is more effective if direct comparisons are used un- der analytical processing, which is more suited for utilitarian products, whereas indirect comparisons are used under imagi- nary information processing conditions for hedonic products. BIOGRAPHICAL NOTES Louise Hassan, is a Reader in Marketing at Bangor Business School.

Her research interests and activities are international in nature with a focus on transformative consumer research and social marketing. In particular, Dr Hassan is interested in understanding psychological processes underlying consumption decisions. Most of her research is undertaken within the contexts of smoking cessation and healthy eating. She is a co-investigator for the International Tobacco Control Evaluation project (ITC) and deputy chair of the Academy of Marketing Consumer Research Special Interest Group. Dr Hassan’s work has appeared in journals such as theJournal of Advertising,Journal of Business Research,Journal of Consumer Affairs,Psychology and Marketing,International Marketing Reviewand theEuropean Journal of Marketing.Nina Michaelidou, is a Reader in Marketing at Loughborough University School of Business and Economics. Her research interests lie in the area of consumer behaviour and speciﬁcally personality traits such as variety seeking and innovativeness, emotions and health behaviours as well as social media usage and consumers’responses to advertising appeals and promotions on social media. She is an associated editor for theJournal of Marketing Managementand the leader of the Academy of Marketing Special Interest Group on Consumer Research.

Dr Michaelidou has published papers in various journals including theJournal of Marketing Management,European Journal of Marketing,Journal of Strategic Marketing,Journal of Business Research,Industrial Marketing Management,Food Policy,Journal of Consumer Affairs,International Journal of AdvertisingandJournal of Consumer Behaviour. REFERENCES Ahluwalia R. 2000. Examination of psychological process underly- ing resistance to persuasion.Journal of Consumer Research 27:

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Chaiken S, Liberman A, Eagly AH. 1989. Heuristic and systematic information processing within and beyond the persuasion context. In Uleman JS, Bargh JA (eds).Unintended Thought.

Guilford Press: New York; 212–252.

Durani A. 2012. AA reports UK ad spend lifted 2.7% in 2011.

Media Week. Available at: http://www.mediaweek.co.uk/news/ 1126667/AA-reports-UK-ad-spend-lifted-27-2011/(accessed on 1 November 2012).

Petty RE, Cacioppo JT. 1981.Attitudes and Persuasion: Classic and Contemporary Approaches. Dubuque, IA: Wm. C. Brown.

Petty RE, Wheeler SC, Tormala ZL. 2003. Persuasion and attitude change. In Millon T, Lerner MJ (eds).Comprehensive Handbook of Psychology. John Wiley & Sons: New York; 353–382. 92Editorial Copyright © 2013 John Wiley & Sons, Ltd.J. Consumer Behav.12:91–92 (2013) DOI: 10.1002/cb Copyright of Journal of Consumer Behaviour is the property of John Wiley & Sons, Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use.