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Excerpt from Spontaneous Inference Processes in Advertising: The Effects of Conclusion Omission and Salience, of Consequences on Attitudes and Memory
An experiment was conducted to investigate the relationship between inference and persuasion. Subjects were exposed to an advertisement in which the presence or absence of conclusions and the salience of the consequences associated with committing an inferential error were manipulated orthogonally. Subjects were more likely to generate omitted conclusions spontaneously and form favorable brand attitudes when consequences were salient. Further, when consequences were salient, more accessible attitudes were formed in implicit than in explicit conclusion conditions. Theoretical.
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