The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Marian Friestad and Peter Wright start from a gap in theories and studies of persuasion, which had ignored what people know about the goals and tactics of the people trying to persuade them and about how to cope with those attempts. They present a model of how people develop and use that persuasion knowledge. The paper discusses what the model implies for how consumers use marketers' advertising and selling attempts to refine their attitudes to products and to the marketers themselves, relates the model to earlier consumer and persuasion research, and suggests what it means for the future conduct of consumer research. The abstract describes a model and reports no experiment.
Marian Friestad and Peter Wright start from a gap in theories and studies of persuasion, which had ignored what people know about the goals and tactics of the people trying to persuade them and about how to cope with those attempts. They present a model of how people develop and use that persuasion knowledge. The paper discusses what the model implies for how consumers use marketers' advertising and selling attempts to refine their attitudes to products and to the marketers themselves, relates the model to earlier consumer and persuasion research, and suggests what it means for the future conduct of consumer research. The abstract describes a model and reports no experiment.
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Friestad, M., & Wright, P. (1994). The Persuasion Knowledge Model: How People Cope with Persuasion Attempts. Journal of Consumer Research, 21(1), 1-31. doi:10.1086/209380