How Alignment between a Refutation and a Claim Impacts Belief


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This research examines how to effectively refute false beliefs formed on the basis of repeated exposure to advertisements. Experiment 1 explores the impact of alignability between the claim and the refutation on belief in the refutation. Experiment 2 then examines whether this effect will carry through to belief in the original claim after exposure to the refutation. Findings indicate that refutations that are weakly aligned with the original claim are believed more than refutations which are strongly aligned with the original claim. However, strongly aligned refutations are more effective in reducing belief in the original claim. This is because refutation alignability increases recall of the original claim on exposure to the refutation and enables updating, despite the fact it causes defensive processing of the refutation.


Advertising and Promotion Management | Business | Marketing

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