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THE PERSUASION KNOWLEDG
MODEL: HOW PEOPLE COPE WITHPERSUASION ATTEMPTS
MARIAN FRIESTAD, PETER WRIGHT, 1
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ABOUT THE PAPER
• Research on persuasion has mostly inore! people"s pe#no$le!e a%out persuasion aents& oals an! tactics' a
ho$ to s#ill(ully cope $ith these)
• This paper i*es a mo!el as to ho$ people use persuasi#no$le!e to cope $ith persuasion attempts)
• Consumers use mar#eters& a!*ertisin an! sellin attemre+ne their attitu!es rear!in pro!ucts an! that to$armar#eters)
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INTRODUCTION
• One o( a consumer&s primary tas#s is to interpret an! cope $ith mar#etepresentations an! a!*ertisin)
•
O*er time consumers !e*elop personal #no$le!e a%out the tactics usepersuasion attempts)
• This #no$le!e helps them i!enti(y ho$) $hen' an! $hy mar#eters try tothem)
• It also helps them a!apti*ely respon! to these persuasion attempts so astheir o$n oals)
• People learn a%out persuasion in many $ays-
• (rom +rsthan! e.periences in social interactions $ith (rien!s' (amily' an! co/$
• (rom con*ersations a%out ho$ people&s thouhts' (eelins' an! %eha*iors can
• (rom o%ser*in mar#eters an! other #no$n persuasion aents0 an!
• (rom commentary on a!*ertisin an! mar#etin tactics in the ne$s me!ia)
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THE PERSUASION KNOWLEDGE MODE
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Fundamn!a" A##um$!%&n# A'&u! T( U# O) P*#ua#%&n Kn&
• 1ocus is on ho$ three #no$le!e structures interact to shape an! !eoutcomes o( persuasion attempts
2I3 persuasion #no$le!e
243 aent #no$le!e253 topic #no$le!e
• Persuasion #no$le!e per(orms schemalike functions' such as ui!inconsumers& attention to aspects o( an a!*ertisin campain or salespresentation' pro*i!in in(erences a%out possi%le %ac#roun! con!itcause! the aent to construct the attempt in that $ay)
•
Persuasion copin #no$le!e !irects one&s attention to one&s o$n resoals an! response options' supplies situational in(ormation rele*antselectin response tactics)
• 6no$le!e a consumer has a*aila%le (or persuasion copin purpose$hat they %elie*e a%out ho$ to persua!e others an! $hat they %elieenerally #no$n %y others a%out ho$ to persua!e)
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T( C&n!n! and S!*u-!u* &) P*#ua#%&n Kn&+"
• 7elie(s a%out Psycholoical Me!iators
• People&s %elie(s a%out the important psycholoical acti*ities that aents m
in,uence are a central element in persuasion #no$le!e)
• 7elie(s a%out Mar#eters& Tactics
• A persuasion attempt ta#es on meanin to people as a persuasion tactic percei*e a possi%le causal connection %et$een it an! a psycholoical act%elie*e me!iates persuasion)
• 7elie(s a%out One&s O$n Copin Tactics
• Coniti*e' emotional' or physical actions that can %e e.ecute!)
• 7elie(s a%out the E8ecti*eness an! Appropriateness o( Mar#ete
• 7elie(s a%out Mar#eters& Persuasion 9oals an! One&s O$n Copi
THE DE.ELOPMENT OF PERSUASION
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THE DE.ELOPMENT OF PERSUASIONKNOWLEDGE
• The !e*elopment o( persuasion #no$le!e !epen!s on the mo( some %asic coniti*e s#ills an! on people&s accumulated ex
$ith $hat occurs in social encounters an! their e.posure to s!iscourse a%out persuasion' a!*ertisin' an! psycholoical e*
• 1or some time !urin a!olescence' people may %ecome %roas#eptical a%out the *ali!ity o( *irtually all social communicatioinclu!in a!*ertisin)
• O*er time' in!i*i!uals $ill aument an! mo!i(y $hat they lea
(ol# #no$le!e)
• People may e*en learn (rom thir!/party o%ser*ations o( e*erypersuasion attempts)
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AGENT AND TOPIC ATTITUDES
• The 9oal o( Hol!in :ali! Topic Attitu!es
• The 9oal o( Hol!in :ali! Aent Attitu!es
• 1actors A8ectin the Moti*ation to Hol! :ali! Aent Attitu!es
• E*aluations o( Aents& Persuasion 7eha*iors• percei*e! e8ecti*eness
• percei*e! appropriateness
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THE ROLE OF PERSUASION KNOWLEDGE IN PERSUASION EPIS
• The Use o( Persuasion 6no$le!e in 1ormin :ali! Topic an! AAttitu!es
• The Chane/o(/Meanin Principle- The E8ects o( Interpretin AActions as Persuasion Tactics
• Central to people&s persuasion #no$le!e are their conceptions o( the taaents use)
•
Reconi;in an aent&s action as somethin one percei*es o( as a tacticpersuasion attempt can ha*e a num%er o( sini+cant e8ects on $hat haremain!er o( the persuasion episo!e)
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THE RELATIONSHIP OF THE PKM TO PRIOR THEOR/ AND RESE
• Attitu!e/to$ar!/the/A! Research
• Coachin Tarets- 1ore$arnin' Inoculation' an! E!ucation
• The Ela%oration Li#elihoo! Mo!el
• The Heuristic/Systematic Mo!el
• Attri%ution Theory Accounts o( Persuasion
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DISCUSSION
• All people are <mo*in tarets< $hose #no$le!e a%out persuasion #echanin)
•
We !o not #no$ $hen' i( e*er' persuasion #no$le!e sta%ili;es in the
• There are pro%a%ly cultural an! in!i*i!ual !i8erences in people&s moti!e*elop an! use persuasion #no$le!e)
• Implications (or consumer research-
• The chane/o(/meanin principle
• The i!ea that consumers learn to cope $ith ne$ly percei*e! tactics ra!ua
• The !i8erences %et$een the %enin human =u!ment e.perimental settinpersuasion situations are sini+cant an! un!er stu!ie!
• Research opportunities (or e.aminin ho$ consumers& persuasion an! aeare use!' ho$ these t$o #no$le!e structures are a8ecte! %y $hat occurspersuasion episo!es' an! ho$ or $hen tarets use all three types o( #no$l
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THANK /OU