The Persuasion Knowledge Model: How People Cope with Persuasion Attempts

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.

The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective

“…The persuasion knowledge model suggests that consumers learn to interpret and evaluate the motivations of a company through the communication they receive (Friestad and Wright, 1994).…”

Consumer Self-Confidence: Refinements in Conceptualization and Measurement

“…The persuasion knowledge dimension reflects the individual's confidence in his or her knowledge regarding the tactics used by marketers in efforts to persuade consumers (Friestad and Wright 1994). This dimension of consumer self-confidence reflects the individual's confidence in his or her ability to understand marketers' tactics and to cope with these tactics.…”

Employees as internal audience: how advertising affects employees’ customer focus

“…Results from both studies indicate that pride mediates the relationship between employees' judgments of the effectiveness of ads and customer focus. Employees use their persuasion knowledge (Friestad and Wright 1994) to discern whether ads will be effective with consumers. While the persuasion knowledge model is useful in considering employee response to ads, our findings suggest that people use persuasion knowledge in ways other than simply to cope with persuasion attempts as Friestad and Wright (1994) suggest.…”