Forewarning customers about an offer is most effective for low-involvement products, as warnings did not generate resistance for these types of goods. However, for high-involvement products that require more consideration, forewarnings actually caused customers to resist the offer, particularly if there was a delay in providing the promised offer. This is supported by a meta-analysis of 46 studies on persuasive advertising. The document advises applying this knowledge by coming up with an action plan to use forewarning for a low-involvement product within one week.

1. When should an ad forewarn customers about an offer?Adapted from AdPrin.com

2. Forewarning“I am going to tell you about a deal that you can’t refuse!” Is this a good way to advertise? For which kinds of products?Go to the next slide for the evidence-based findings.Adapted from AdPrin.com2

3. It is persuasive for low-involvement products. For high–involvement goods, warnings generated resistance, especially if there was a delay. Forewarn about persuasion attemptsfor low-involvement goods(Principle 5.7.1) Meta-analysis by Wood & Quinn (2003) with 46 studies (See also Persuasive Advertising p 123-4)See AdPrin.comto learn more.

4. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. Adapted from AdPrin.com