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An Examination of Mediation: Insights Into the Role of Psychological Mediators in the Use of Persuasion Knowledge

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  • Kenneth M. Henrie

    (Texas A&M University - San Antonio, USA)

  • Darryl W. Miller

    (University of Wisconsin - River Falls, USA)

Abstract

This paper examines the role of psychological mediators on consumers’ responses to persuasive sales tactics. Factor Analysis is used to determine the actual mediators identified by consumers as potential targets by salespeople and find structure in the data. An exploratory examination identifies four categories of potential psychological mediators. Experimental results reveal that consumers recognize sales tactics designed to influence these psychological mediators. These processes, in turn, mediate the influence of persuasive tactics on consumer responses. Overall, the study lends support to Friestad and Wright’s Persuasion Knowledge Model (1994).

Suggested Citation

  • Kenneth M. Henrie & Darryl W. Miller, 2011. "An Examination of Mediation: Insights Into the Role of Psychological Mediators in the Use of Persuasion Knowledge," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 2(2), pages 16-27, April.
    • Handle: RePEc:igg:jcrmm0:v:2:y:2011:i:2:p:16-27
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