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The Persuasion Knowledge Model: How People Cope with Persuasion Attempts

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  • Friestad, Marian
  • Wright, Peter
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    Abstract

    In theories and studies of persuasion, people's personal knowledge about persuasion agents' goals and tactics, and about how to skillfully cope with these, has been ignored. We present a model of how people develop and use persuasion knowledge to cope with persuasion attempts. We discuss what the model implies about how consumers use marketers' advertising and selling attempts to refine their product attitudes and attitudes toward the marketers themselves. We also explain how this model relates to prior research on consumer behavior and persuasion and what it suggests about the future conduct of consumer research. Copyright 1994 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 21 (1994)
    Issue (Month): 1 (June)
    Pages: 1-31
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    Handle: RePEc:ucp:jconrs:v:21:y:1994:i:1:p:1-31

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    1. Briers, Barbara, 2006. "Countering the scrooge in each of us: On the marketing of cooperative behavior.," Open Access publications from Katholieke Universiteit Leuven urn:hdl:1979/341, Katholieke Universiteit Leuven.
    2. Briers, Barbara & Dewitte, Siegfried & Van den Bergh, Jan, 2005. "E-zines silence the brand detractors," Open Access publications from Katholieke Universiteit Leuven urn:hdl:123456789/122699, Katholieke Universiteit Leuven.
    3. Béatrice Parguel & Florence Benoît-Moreau, 2011. "Much to tell to consumers about CSR, but who should talk or not talk about it?," Post-Print halshs-00636241, HAL.
    4. Kevin Bradford & Debra Desrochers, 2009. "The Use of Scents to Influence Consumers: The Sense of Using Scents to Make Cents," Journal of Business Ethics, Springer, vol. 90(2), pages 141-153, November.
    5. Shriver, Scott K. & Nair, Harikesh S. & Hofstetter, Reto, 2011. "Social Ties and User-Generated Content: Evidence from an Online Social Network," Research Papers 2083, Stanford University, Graduate School of Business.
    6. Amar Cheema & Peter Leszczyc & Rajesh Bagchi & Richard Bagozzi & James Cox & Utpal Dholakia & Eric Greenleaf & Amit Pazgal & Michael Rothkopf & Michael Shen & Shyam Sunder & Robert Zeithammer, 2005. "Economics, Psychology, and Social Dynamics of Consumer Bidding in Auctions," Marketing Letters, Springer, vol. 16(3), pages 401-413, December.
    7. Pandelaere, Mario & Dewitte, Siegfried, 2005. "Is this a question? Not for long. The statement bias," Open Access publications from Katholieke Universiteit Leuven urn:hdl:123456789/84705, Katholieke Universiteit Leuven.
    8. Hyeong Kim & Thomas Kramer, 2006. "“Pay 80%” versus “get 20% off”: The effect of novel discount presentation on consumers’ deal perceptions," Marketing Letters, Springer, vol. 17(4), pages 311-321, December.
    9. Pieters, R. & Rosbergen, E. & Hartog, M., 1996. "Visual attention to advertising: The impact of motivation and repetition," Open Access publications from Tilburg University urn:nbn:nl:ui:12-73693, Tilburg University.
    10. Jodie Ferguson & Pam Ellen & Gabriela Piscopo, 2011. "Suspicion and Perceptions of Price Fairness in Times of Crisis," Journal of Business Ethics, Springer, vol. 98(2), pages 331-349, January.
    11. Joëlle Vanhamme & Bas Grobben, 2009. "“Too Good to be True!”. The Effectiveness of CSR History in Countering Negative Publicity," Journal of Business Ethics, Springer, vol. 85(2), pages 273-283, April.
    12. Aaker, Jennifer L. & Brumbaugh, Anne M. & Grier, Sonya A., . "Non-target Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes," Research Papers 1578, Stanford University, Graduate School of Business.
    13. Bosmans, A & Warlop, Luk, 2005. "How vulnerable are consumers to blatant persuasion attempts?," Open Access publications from Katholieke Universiteit Leuven urn:hdl:123456789/122263, Katholieke Universiteit Leuven.
    14. Enrique Alcañiz & Ruben Cáceres & Rafael Pérez, 2010. "Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility Image," Journal of Business Ethics, Springer, vol. 96(2), pages 169-186, October.
    15. Simonson, Itamar, 2003. "Determinants of Customers' Responses to Customized Offers: Conceptual Framework and Research Propositions," Research Papers 1794, Stanford University, Graduate School of Business.
    16. Cornelissen, Gert & Dewitte, Siegfried & Warlop, Luk, 2007. "Whatever people say I am, that's what I am: Social labeling as a social marketing tool," Open Access publications from Katholieke Universiteit Leuven urn:hdl:123456789/120972, Katholieke Universiteit Leuven.
    17. Ofir, Chezy & Simonson, Itamar & Yoon, Song-Oh, 2007. "Customer Compliance with Presumed Market Research Goals: Motivational Drivers of Negative Service Evaluations," Research Papers 1962, Stanford University, Graduate School of Business.
    18. Grier, Sonya A. & Forehand, Mark R., 2002. "When Is Honesty The Best Policy? The Effect of Stated Company Intent on Consumer Skepticism," Research Papers 1665r, Stanford University, Graduate School of Business.
    19. Chris Bell & Kelley Main, 2011. "Deonance and Distrust: Motivated Third Party Information Seeking Following Disclosure of an Agent’s Unethical Behavior," Journal of Business Ethics, Springer, vol. 102(1), pages 77-96, August.
    20. Matthew Walker & Bob Heere & Milena Parent & Dan Drane, 2010. "Social Responsibility and the Olympic Games: The Mediating Role of Consumer Attributions," Journal of Business Ethics, Springer, vol. 95(4), pages 659-680, September.
    21. Simonson, Itamar & Drolet, Aimee L., 2003. "Anchoring Effects on Consumers' Willingness-to-Pay and Willingness-to-Accept," Research Papers 1787, Stanford University, Graduate School of Business.
    22. C. Defever & M. Pandelaere & K. Roe, 2008. "The Impact Of Associative Advertising On Personal Values And Behavior," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 08/548, Ghent University, Faculty of Economics and Business Administration.

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