Problem-solution structures in persuasive texts: Effects on attention, comprehension, and yielding

This study addressed the question of how problem-solution structures influence the processing of persuasive texts. In Experiment 1, 48 students read ads containing problem, solution, and company information on a computer. The position of the company information was varied: It came either before the problem and solution, between these two parts, or after them. Ads starting with problem information received more attention than ads starting with company information. The company information received less attention only when it came last. In Experiment 2, 216 students read one ad. They recognized the company information better when it was positioned first. Furthermore, they were less persuaded when the ad contained problem-solution information compared to an ad containing only company information. The problem-solution structure can capture the readers' attention for uninteresting information but at the cost of reducing its recognition and persuasiveness.