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.
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
Cognitively busy consumers are less likely to use
persuasion knowledge (Campbell & Krimani, 2000).
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.
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.
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
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.