149490
Descripción
Mapa Mental por Alicia de la Pena, actualizado hace más de 1 año
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Creado por Alicia de la Pena
hace casi 11 años
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Persuasion Knowledge Model
- Over time individuals develop personal to interpret and cope with marketing stimuli
(advertising & sales). (Friestad & Wright, 1994).
- This knowledge helps individuals to identify when, how and why marketers try to influence them.
- Coping Behaviors include:
cognitive and physical actions.
- The more the target knows about the agent, the
persuasion, and the topic, the less he will believe.
- Coping Behaviors include:
cognitive and physical actions.
- This knowledge helps individuals to identify when, how and why marketers try to influence them.
- The model is focused on how people use their knowledge of persuasion motives and
tactics to interpret, evaluate and respond to influence attempts from marketers and others.
- Elements of the model
- Target (consumer, voter)
- Agent (salesperson, political
candidate, advertiser)
- Persuasion attempt
- Target (consumer, voter)
- Cognitively busy consumers are less likely to use
persuasion knowledge (Campbell & Krimani, 2000).
- Elements of the model
- Advertising influence is mediated by cognitive
responses to the message (Wright, 1973).
- Message acceptance is determined by counterarguments;
source and supporting arguments.
- Message modality (audio vs print) and involvement (high vs low) also affect.
- Message modality (audio vs print) and involvement (high vs low) also affect.
- Message acceptance is determined by counterarguments;
source and supporting arguments.
- Advertising is useful to make better decisions (Hoch & Ha, 1986).
- When product evidence is ambiguous (Polo Shirts), advertising has
a dramatic effect.
- Advertising + Product test + True advertising claims = a
consumer who won´t consider other brands.
- Advertising + Product test + True advertising claims = a
consumer who won´t consider other brands.
- When product evidence is ambiguous (Polo Shirts), advertising has
a dramatic effect.
- In social marketing advertising negative (disapproval) messages get
more weight (Pechmann & Wang, 2010); e.g. smoking is
unacceptable.
- The placement of a disapproval message can deter viewers from
engaging in the problem behavior, even if the program also conveys
positive prevalence and attractiveness messages.
- Disclosing an educational placement in the epilogue activates PK among
smokers and results counterproductive, weakening their smoker disapproval
beliefs and increasing their smoking intent
- Disclosing an educational placement in the epilogue activates PK among
smokers and results counterproductive, weakening their smoker disapproval
beliefs and increasing their smoking intent
- The placement of a disapproval message can deter viewers from
engaging in the problem behavior, even if the program also conveys
positive prevalence and attractiveness messages.
- In the other hand, the consumer may not be conscious or aware of
the persuasion attempts (Bargh, 2002).
- Subliminal and supraliminal priming can be used to influence judgement,
motivation and behavior.
- Subliminal primes should match the stimulus with the subject's current goal or state.
- Subliminal primes should match the stimulus with the subject's current goal or state.
- Subliminal and supraliminal priming can be used to influence judgement,
motivation and behavior.
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