The mechanism of consumers persuasion knowledge
Abstract: this article examines conditions that influence consumers' use of persuasion knowledge in evaluating an influence agent, such as a salesperson we propose that persuasion knowledge is used when consumers draw an inference that a persuasion motive may underlie a salesperson's behavior. Although the persuasion knowledge model (friestad & wright, 1994) stated already that the activation of persuasion knowledge enables consumers to cope with persuasion attempts, this is the first study providing empirical support for the idea that consumers indeed adopt resistance strategies when persuasion knowledge is activated by a disclosure. Persuasion knowledge is formed based on consumers' beliefs (rather than a specific facts) about persuasion, for example, about the marketer's goals, used tactics, how that tactics affect the consumer herself (grab attention, evoke emotions and raise interest. These alternative marketing communications blur the boundaries between the roles of consumer and marketer the possibility of duplicity and deception in marketing relationships is fueled by the ambiguity of these roles and the lack of clarity in persuasion knowledge when alternative marketing communications are utilized.
The consumer has knowledge of the product, understands the persuasive tools used in the advertisement, and has knowledge of the marketing sponsor of the product or service (martin & smith, 2008) but, stealth marketing undermines the marketing sponsor and knowledge of persuasion, making it hidden from the consumer. Knowledge (including exposure to the existence of the innovation, leading to an understanding of its functionality and uses) persuasion (involving the formation of a favourable attitude towards. The effects of self-construal and commitment on persuasion nidhi agrawal provide some insights on the processing mechanisms em-ployed by people with strong and weak attitudes in response tent with the chronic (vs latent) self will be more persuasive committed consumers hold strong attitudes, and strong at.
Persuasion knowledge consists of information about tactics used in persuasive situations, their possible inﬂuence on attitudes and behaviour, their effectiveness and appropriateness, the persuasive agent’s motives, and coping strategies (fransen et al, 2015. Given the counterintuitive findings in essay 1 regarding the positive effect of persuasion knowledge on consumers’ tendency to make inaccurate price-quality judgments, essay 2 attempted to explore the underpinning mechanisms of the persuasion knowledge. The persuasive effect of experts is based on the idea that people will believe the opinions of someone who is assumed to have a lot of relevant knowledge (french and raven, 1960) expertise is a major component of a persuader's credibility (priester and petty, 2003 ), next to trustworthiness (the source's reputation to tell the truth and be. Consumers’ persuasion knowledge is expected to “‘hover’ in readiness” to help in the formation of valid attitudes about an inﬂuence agent or a product (friestad and wright 1994, p 10) thus, a basic idea of pkm is that a consumer is able to use her persuasion. Knowledge on the topic, the agent or persuasion mechanisms can lead or foster consumer’s skepticism, distrust and resistance toward marketing in the specific domain of functional food actes du 25ème congrès international de l’afm – 14 et 15 mai 2009, londres.
And the mechanisms of advertising to manipulate the consumers at the same time, it a first stimulus consists in the good knowledge of consumer s purchasing manipulative marketing: persuasion and manipulation of the consumer through advertising. The most recent microsoft windows update actively pushes its voice feature – a mechanism that enables you to dictate messages at the speed of normal speech, which is four times faster than typing in 2016, the company claimed that 25 percent of the searches through its windows 10 taskbar were voice searches. Start studying mktg chapter 7 learn vocabulary, terms, and more with flashcards, games, and other study tools search works as a defense mechanism for consumers high involvement hierarchy belief-affect-behavior low involvement hierarchy term used to describe how the appeal of a message and its construction effects persuasion.
This research aims at understanding to what extent the knowledge of persuasion mechanisms can be an explanation for consumer resistance to marketing. A large amount of research has been devoted to understanding the mechanisms of persuasion, and how they can be applied in the realm of marketing for example, a few pertinent questions are: how do consumers form knowledge and opinions about brands and products in real time as they watch a tv commercial. Vigilant against manipulation: the effect of regulatory focus on the use of persuasion knowledge amna kirmani 1 , 1 professor of marketing, robert h smith school of business, university of maryland. Persuasion knowledge (pk), assuming that the latter is an antecedent of consumers’ ability to confidently handle a specific complex purchase decision therefore, the question that arises, is whether a consumer’s persuasion.
The mechanism of consumers persuasion knowledge
Human behaviour is affected by various forms of persuasion the general persuasive effect of high expertise of the communicator, often referred to as ’expert power’, is well documented we found that a single exposure to a combination of an expert and an object leads to a long-lasting positive. Considering conclusion explicitness and persuasion awareness together, we propose that persuasion aware consumers should evaluate implicit conclusions more favorably in terms of brand evaluations, willingness to pay and purchase intentions, than explicit conclusions. Consumers are believed to use persuasion knowledge, agent knowledge, and topic knowledge to keep from being unduly under the influence of advertisers and to retain their autonomy this study is a more complete development of wright's (1985) schemer schema, which identified the gamesmanship present between persuader and target. Another strong stimulus for consumer manipulation through advertising is the capability and the extent of alteration of the mechanism of advertising which aims to persuade the consumer its differentiation from others nourishment.
Consumers, like companies, accumulate information and knowledge about the market mechanisms through personal experience, media exposure or other sources a special type of persuasion knowledge in consumer response to marketing stimulus the article gathers empirical. We propose that the level of persuasion knowledge (pk) of the persuasion tactic (oba) will determine the magnitude of tpp: ie, when consumers are confronted with a covert advertising tactic, persuasion knowledge influences their perceptions of the ad's effect on themself or others.
Persuasion knowledge and skepticism consumers' understanding of persuasion, note, a clear understanding of the mechanisms or pathways by which specific corporate practices contribute to disparities could help to identify policy priorities for primary prevention. Broadening the concept of consumer behavior brian sternthal, northwestern university mass persuasion, and the like, received substantial empirical study of knowledge which juxtaposes practitioners' knowledge of what strategies are likely to be effective and researchers' knowledge of the mechanism that explains these observations. In their seminal paper on the persuasion knowledge model, friestad and wright (1994) point out that consumers have knowledge about persuasion and that an important part of this knowledge is how to respond to, or cope with, others' attempts to persuade. The new credit scoring mechanism, ultrafico, promises to make credit more widely available, but it could lead to riskier forms of lending, experts say.