Peripheral Persuasion and Brand Choice

Although the impact of peripheral advertising cues on postcommunication attitudes has received considerable attention in the research literature, less consideration has been given to whether such persuasion affects behavior. This research examines the potential for peripheral persuasion to influence brand choice as a function of the degree of differentiation among choice alternatives. The results from three experiments show that peripheral advertising cues can affect brand choice but that the extent of this influence depends on the particular brand-relevant information available at the time of choice. These findings substantiate the usefulness of peripheral persuasion tactics for modifying consumer choice. Copyright 1992 by the University of Chicago.