Farid Tarrahi
Farid Tarrahi is a researcher and co-author of the 2022 meta-analysis of persuasion knowledge.
Who they are
The work of Farid Tarrahi reaches this site through the paper listed below. The name is tied to Persuasion Knowledge.
Key papers
Eisend, M., & Tarrahi, F. (2022). Persuasion knowledge in the marketplace: A meta-analysis. Journal of Consumer Psychology, 32(1), 3-22. What it reports: Meta-analysis of 148 papers and 171 data sets. Persuasion knowledge raised coping responses and lowered favourable evaluations of marketers; effects substantial relative to persuasion attempts but unable to suppress or eliminate them. Effects less favourable to marketers in personal communication, for unfamiliar experience products and with more experienced receivers.
Key ideas
Persuasion Knowledge: What people know about how persuasion works, and how they use it to cope with a pitch.
Sources
- Eisend, M., & Tarrahi, F. (2022). Persuasion knowledge in the marketplace: A meta-analysis. Journal of Consumer Psychology, 32(1), 3-22.