The Persuasion Knowledge Model: How People Cope with Persuasion Attempts

Volume: 21, Issue: 1, Pages: 1 - 31
Published: Jun 1, 1994
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...
Paper Details
Title
The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Published Date
Jun 1, 1994
Volume
21
Issue
1
Pages
1 - 31
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