Kim, Hakkyun; Rao, Akshay R.; Lee, Angela Y. - In: Journal of Consumer Research 35 (2009) 6, pp. 877-889
What political candidates say during their campaign and when they say it are critical to their success. In three experiments, we show that abstract, "why"-laden appeals are more persuasive than concrete, "how"-laden appeals when voters' decision is temporally distant; the reverse is true when...