The Influence of Consumer Persuasion Knowledge on Advertising Persuasiveness

Abstract

Persuasion has been heavily researched for decades. A great deal of this research has focused on different message tactics and their effects on attitudes and on purchase intentions. Recently, Friestad and Wright ( 1994) examined persuasion from a different perspective. They were interested in explaining how people develop and use their knowledge about persuasion tactics in order to cope with marketers' persuasion attempts. The premise of the Persuasion Knowledge Model (PKM) developed by Friestad and Wright (1994) relies on the target's (i.e., consumer's) ability to acquire knowledge of persuasion tactics that agents (i.e., advertisers) use in persuasion episodes ( e.g., advertisements) and to use this knowledge to fonn valid attitudes about products, services, or advertisers.