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1. Juni 1994 · We present a model of how people develop and use persuasion knowledge to cope with persuasion attempts. We discuss what the model implies about how consumers use marketers' advertising and selling attempts to refine their product attitudes and attitudes toward the marketers themselves.
- Volume 21 Issue 1
The Persuasion Knowledge Model: How People Cope with...
- Volume 21 Issue 1
The Persuasion Knowledge Model (PKM) explains how people develop and use personal knowledge about persuasion agents' goals and tactics to respond to influence attempts. The article presents the PKM, discusses its implications for consumer behavior and persuasion research, and relates it to prior theories and studies.
Die paradoxe Rolle von Persuasionswissen als Mediator von Kennzeichnungseffekten in gesponserten Medieninhalten. Das Persuasion Knowledge Model (PKM) wird häufig herangezogen, um zu erklären, wie Menschen auf Persuasionsversuche reagieren.
Describes a model of how people's persuasion knowledge (PK) influences their responses to persuasion attempts. The authors discuss the nature and development of PK and how people use it to interpret, evaluate, and respond to influence attempts from advertisers and salespeople.
- Marian Friestad, Peter Wright
- 1994
24. Dez. 2018 · In three phases, we developed the Persuasion Knowledge Scales of Sponsored Content (PKS-SC) that measures nine components: (1) recognition of sponsored content, (2) understanding of selling and persuasive intent, (3) recognition of the commercial source of sponsored content, (4) understanding of persuasive tactics, (5) understanding ...
- S.C. Boerman, E.A. van Reijmersdal, E. Rozendaal, A.L. Dima
- 2018
1. Jan. 2023 · Das Persuasion Knowledge Model (PKM) von Friestad und Wright (1994) hat die empirische Arbeit im Bereich Werbe- und Kommunikationforschung nachhaltig geprägt und ist mit dem digitalen Wandel des Werbemarktes und dem Aufkommen und breiten Einsatz integrierter...
In this chapter, we describe the Persuasion Knowledge Model, present the findings of research based on persuasion knowledge, and suggest ways in which the PKM may be applied to other psychological contexts.
