The Persuasion Knowledge Model

7/25/2019 The Persuasion Knowledge Model

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THE PERSUASION KNOWLEDG

MODEL: HOW PEOPLE COPE WITHPERSUASION ATTEMPTS

MARIAN FRIESTAD, PETER WRIGHT, 1



ABOUT THE PAPER

• Research on persuasion has mostly inore! people"s pe#no$le!e a%out persuasion aents& oals an! tactics' a

ho$ to s#ill(ully cope $ith these)

• This paper i*es a mo!el as to ho$ people use persuasi#no$le!e to cope $ith persuasion attempts)

• Consumers use mar#eters& a!*ertisin an! sellin attemre+ne their attitu!es rear!in pro!ucts an! that to$armar#eters)



INTRODUCTION

• One o( a consumer&s primary tas#s is to interpret an! cope $ith mar#etepresentations an! a!*ertisin)

•

O*er time consumers !e*elop personal #no$le!e a%out the tactics usepersuasion attempts)

• This #no$le!e helps them i!enti(y ho$) $hen' an! $hy mar#eters try tothem)

• It also helps them a!apti*ely respon! to these persuasion attempts so astheir o$n oals)

• People learn a%out persuasion in many $ays-

• (rom +rsthan! e.periences in social interactions $ith (rien!s' (amily' an! co/$

• (rom con*ersations a%out ho$ people&s thouhts' (eelins' an! %eha*iors can

• (rom o%ser*in mar#eters an! other #no$n persuasion aents0 an!

• (rom commentary on a!*ertisin an! mar#etin tactics in the ne$s me!ia)



THE PERSUASION KNOWLEDGE MODE



Fundamn!a" A##um$!%&n# A'&u! T( U# O) P*#ua#%&n Kn&

• 1ocus is on ho$ three #no$le!e structures interact to shape an! !eoutcomes o( persuasion attempts

2I3 persuasion #no$le!e

243 aent #no$le!e253 topic #no$le!e

• Persuasion #no$le!e per(orms schemalike functions' such as ui!inconsumers& attention to aspects o( an a!*ertisin campain or salespresentation' pro*i!in in(erences a%out possi%le %ac#roun! con!itcause! the aent to construct the attempt in that $ay)

•

Persuasion copin #no$le!e !irects one&s attention to one&s o$n resoals an! response options' supplies situational in(ormation rele*antselectin response tactics)

• 6no$le!e a consumer has a*aila%le (or persuasion copin purpose$hat they %elie*e a%out ho$ to persua!e others an! $hat they %elieenerally #no$n %y others a%out ho$ to persua!e)



T( C&n!n! and S!*u-!u* &) P*#ua#%&n Kn&+"

• 7elie(s a%out Psycholoical Me!iators

• People&s %elie(s a%out the important psycholoical acti*ities that aents m

in,uence are a central element in persuasion #no$le!e)

• 7elie(s a%out Mar#eters& Tactics

• A persuasion attempt ta#es on meanin to people as a persuasion tactic percei*e a possi%le causal connection %et$een it an! a psycholoical act%elie*e me!iates persuasion)

• 7elie(s a%out One&s O$n Copin Tactics

• Coniti*e' emotional' or physical actions that can %e e.ecute!)

• 7elie(s a%out the E8ecti*eness an! Appropriateness o( Mar#ete

• 7elie(s a%out Mar#eters& Persuasion 9oals an! One&s O$n Copi

THE DE.ELOPMENT OF PERSUASION



THE DE.ELOPMENT OF PERSUASIONKNOWLEDGE

• The !e*elopment o( persuasion #no$le!e !epen!s on the mo( some %asic coniti*e s#ills an! on people&s accumulated ex

$ith $hat occurs in social encounters an! their e.posure to s!iscourse a%out persuasion' a!*ertisin' an! psycholoical e*

• 1or some time !urin a!olescence' people may %ecome %roas#eptical a%out the *ali!ity o( *irtually all social communicatioinclu!in a!*ertisin)

• O*er time' in!i*i!uals $ill aument an! mo!i(y $hat they lea

(ol# #no$le!e)

• People may e*en learn (rom thir!/party o%ser*ations o( e*erypersuasion attempts)



AGENT AND TOPIC ATTITUDES

• The 9oal o( Hol!in :ali! Topic Attitu!es

• The 9oal o( Hol!in :ali! Aent Attitu!es

• 1actors A8ectin the Moti*ation to Hol! :ali! Aent Attitu!es

• E*aluations o( Aents& Persuasion 7eha*iors• percei*e! e8ecti*eness

• percei*e! appropriateness



THE ROLE OF PERSUASION KNOWLEDGE IN PERSUASION EPIS

• The Use o( Persuasion 6no$le!e in 1ormin :ali! Topic an! AAttitu!es

• The Chane/o(/Meanin Principle- The E8ects o( Interpretin AActions as Persuasion Tactics

• Central to people&s persuasion #no$le!e are their conceptions o( the taaents use)

•

Reconi;in an aent&s action as somethin one percei*es o( as a tacticpersuasion attempt can ha*e a num%er o( sini+cant e8ects on $hat haremain!er o( the persuasion episo!e)



THE RELATIONSHIP OF THE PKM TO PRIOR THEOR/ AND RESE

• Attitu!e/to$ar!/the/A! Research

• Coachin Tarets- 1ore$arnin' Inoculation' an! E!ucation

• The Ela%oration Li#elihoo! Mo!el

• The Heuristic/Systematic Mo!el

• Attri%ution Theory Accounts o( Persuasion



DISCUSSION

• All people are <mo*in tarets< $hose #no$le!e a%out persuasion #echanin)

•

We !o not #no$ $hen' i( e*er' persuasion #no$le!e sta%ili;es in the

• There are pro%a%ly cultural an! in!i*i!ual !i8erences in people&s moti!e*elop an! use persuasion #no$le!e)

• Implications (or consumer research-

• The chane/o(/meanin principle

• The i!ea that consumers learn to cope $ith ne$ly percei*e! tactics ra!ua

• The !i8erences %et$een the %enin human =u!ment e.perimental settinpersuasion situations are sini+cant an! un!er stu!ie!

• Research opportunities (or e.aminin ho$ consumers& persuasion an! aeare use!' ho$ these t$o #no$le!e structures are a8ecte! %y $hat occurspersuasion episo!es' an! ho$ or $hen tarets use all three types o( #no$l



THANK /OU

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The Persuasion Knowledge Model