When the “Charm of Three” Fades: Mental Imagery Moderates the Impact of the Number of Ad Claims on Persuasion

Given the prevalence of imagery appeals in today’s marketplace, the current research studies the role of mental imagery in how consumers process and react to advertisements with different numbers of ad claims. Past research has proposed “three” as the magical number of ad claims that maximizes persuasion, with more than three ad claims increasing skepticism and reducing evaluation. In the current research, we replicate this so-called “charm of three” effect, but only when consumers do not engage in mental imagery; when they do, however, we find that the effect is moderated, in that more ad claims beyond three produces more favorable product evaluation. Additionally, we provide evidence that the moderating effect of mental imagery is driven by transportation and skepticism toward the ad claims, with mental imagery increasing transportation and decreasing skepticism when there are more than three ad claims. Our research contributes to a better understanding of the “charm of three” effect, its boundary conditions, and underlying mechanism.     

‘Active’ating thoughts about affect: elicitation of physical activity judgements in insufficiently active women

Objective: A growing body of evidence suggests that affective judgements are distinct from, and exert greater influence on, physical activity behaviours than instrumental judgements.

Design: As part of a randomised controlled trial, 110 insufficiently active, female, university students were randomised to (a) an affective mental contrasting condition, (b) an instrumental mental contrasting condition, or (c) a ‘standard’ mental contrasting intervention (with no modifications). In the analyses concerning the trial’s primary outcome, the affective mental contrasting condition was found to be more effective for increasing physical activity than the standard or instrumental conditions. The purpose of this study was to qualitatively examine the physical activity outcomes and obstacles elicited from participants as part of the three mental contrasting interventions within this trial.

Results: 32 lower-order physical activity judgement themes, categorised within seven high-order themes, were derived through the use of the mental contrasting intervention. In addition to identifying several affective and instrumental outcomes and obstacles that have previously been recognised, participants in this study also highlighted contextualised responses that describe complicated relationships that exist between affective and instrumental judgements.

Conclusions: This study provides fine-grained insight into cognitive processes derived from a novel intervention involving insufficiently active women.     

Representing diabetes: ‘Brightside’ and ‘chaos’ in autobiography

This paper examines six autobiographical sources written by people with type 1 diabetes. In seeking to improve the understanding of diabetic lifeworlds; some of the autobiographies present heroic stories of ‘overcoming’ diabetes while others present a more ‘chaotic’ narrative. Regardless of their form, all the autobiographies highlight how the everyday problems and concerns associated with diabetes can be hidden and silenced. Therefore, I ask the question of how to use autobiographies as sources of evidence, being aware of the power constructs that may have directed their form. Despite this question, I argue that autobiographies remain crucial sources for exploring the experience of everyday life and much of the silencing in the texts reflects spatial and emotional challenges faced by the authors. I also consider the limitations of representation in the autobiographies calling for an understanding that the experience of diabetes carries with it feelings, emotions and affects that are non-representable and so never entirely knowable. Thus, this paper builds on recent geographical research on emotion and ‘contested’ illnesses, especially those that are not obviously visible or are easily hidden.