Inference of Manipulative Intent

Inference of Manipulative Intent

Reviewed by Faisal Zaidi

A consumer's judgement that a tactic is meant to steer them.

What it is

In a study of two attention-getting television tactics, such inferences were more likely when the balance of investments and benefits between consumer and advertiser looked off, and they went with weaker attitudes toward the ad, the brand and purchase intentions.

In effect

In the article on the persuasion knowledge model, it is used to explain why a countdown that restarts invites doubt about the sender.

What it does not say

A judgement of manipulative intent is not certainty about the sender's aims. The study covered two attention-getting tactics in television advertising and does not say that every use of such a tactic draws doubt.

Sources

  1. Campbell, M. C. (1995). When attention-getting advertising tactics elicit consumer inferences of manipulative intent: The importance of balancing benefits and investments. Journal of Consumer Psychology, 4(3), 225-254.