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Exploring persuasion knowledge in food advertising: an empirical analysis [PDF]
SN Business & Economics, 2021 Food purchase decisions are characterized by habitual purchase behavior and low consumer involvement. The main aim of food marketing is to influence food consumers, for example, through advertising.
Svenja Mohr, Rainer Kuhl
exaly +2 more sources
Journal of Current Issues & Research in Advertising, 2015
Whether persuasion knowledge activation occurs naturally among adults as a result of covert advertising exposure is an underexplored area that should interest practitioners, researchers, and regulators. By using the Persuasion Knowledge Model (PKM) and Schema Theory as theoretical underpinnings, this article proposes a conceptual model that addresses ...
Nathaniel J. Evans, Dooyeon Park
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Whether persuasion knowledge activation occurs naturally among adults as a result of covert advertising exposure is an underexplored area that should interest practitioners, researchers, and regulators. By using the Persuasion Knowledge Model (PKM) and Schema Theory as theoretical underpinnings, this article proposes a conceptual model that addresses ...
Nathaniel J. Evans, Dooyeon Park
openaire +1 more source
The Korean Journal of Advertising and Public Relations, 2018
본 연구는 금연 캠페인의 주체가 흡연자의 금연 의도에 미치는 영향을 살펴보고자 하였다. 먼저 캠페인 주체가 정부 부처인 경우와 담배 제조 기업인 경우 설득 지식 활성화 차이를 살펴보고자 했다. 다음으로 평소 캠페인 주체에 대한 태도가 캠페인 태도와 금연 의도에 미치는 영향을 입증하고자 하였다. 총 284명의 흡연자를 대상으로 주체만 다른 동일한 금연 캠페인 메시지를 제공하여 실험 연구를 수행했다. 연구 결과, 금연 캠페인의 주체는 금연 의도에 유의미한 영향을 끼쳤다.
Yunhee Ku, Ghee-Young Noh
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본 연구는 금연 캠페인의 주체가 흡연자의 금연 의도에 미치는 영향을 살펴보고자 하였다. 먼저 캠페인 주체가 정부 부처인 경우와 담배 제조 기업인 경우 설득 지식 활성화 차이를 살펴보고자 했다. 다음으로 평소 캠페인 주체에 대한 태도가 캠페인 태도와 금연 의도에 미치는 영향을 입증하고자 하였다. 총 284명의 흡연자를 대상으로 주체만 다른 동일한 금연 캠페인 메시지를 제공하여 실험 연구를 수행했다. 연구 결과, 금연 캠페인의 주체는 금연 의도에 유의미한 영향을 끼쳤다.
Yunhee Ku, Ghee-Young Noh
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Marketing Letters, 1999
An experiment manipulated source expertise, source bias, and message format. The findings reveal that expert sources are expected to quantify message claims whereas non-expert sources are not. Persuasion is greater when these expectations are met versus when the source and the message format are incongruent, but only when the source also has self ...
Nancy Artz, Alice M. Tybout
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An experiment manipulated source expertise, source bias, and message format. The findings reveal that expert sources are expected to quantify message claims whereas non-expert sources are not. Persuasion is greater when these expectations are met versus when the source and the message format are incongruent, but only when the source also has self ...
Nancy Artz, Alice M. Tybout
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Societal and Organizational Effects of Covert Marketing: A Persuasion Knowledge Model Approach
2014The purpose of this manuscript is to create a conceptual framework that helps expiam the societal impact of covert marketing when it is disguised as word-of-mouth. The researchers capitalize on anecdotal evidence of covert marketing presented in the popular press, coupled with theory from the Persuasion Knowledge Model (PKM), to develop a unique ...
Stefanie Boyer, Brent Baker
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The Effects of Metacognition On Advertising Avoidance In The Use of Persuasion Knowledge Model
2021İkna Bilgi Modeli’ne göre reklam gibi ikna edici araçlara yönelik, tüketiciler zamanla bilgi toplamaktadır. Tüketici tarafından toplanan bu bilgiler tüketicinin ikna edici mesajlara yönelik olan düşüncelerinin yanı sıra, tüketicinin zihninde kendi ikna edilme durumları hakkındaki düşünceleri de kapsamaktadır. Kişinin ikna girişimlerinin yanı sıra kendi
TÜRKELİ, Öykü, TOSUN, Nurhan Zeynep
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2015
As noted by Fournier & Yao (1997) loyalty is a relational phenomenon and dynamic; relational models are needed to understand how loyalty changes over time. If we apply the Persuasion Knowledge Model (Friestad & Wright 1994) to loyalty than we must consider that loyalty is dynamic as customers (and competitors) learn from marketer attempts.
Sharyn Rundle-Thiele +2 more
openaire +1 more source
As noted by Fournier & Yao (1997) loyalty is a relational phenomenon and dynamic; relational models are needed to understand how loyalty changes over time. If we apply the Persuasion Knowledge Model (Friestad & Wright 1994) to loyalty than we must consider that loyalty is dynamic as customers (and competitors) learn from marketer attempts.
Sharyn Rundle-Thiele +2 more
openaire +1 more source
Journal of Knowledge Management
Purpose This study aims to examine how messaging co-created by agents and targets can support knowledge creation and behavioral change in sustainability education. It explores how emotions shaped by perceived agent motivations across repeated persuasion episodes mediated this transformation.
Catherine Lejealle +4 more
openaire +1 more source
Purpose This study aims to examine how messaging co-created by agents and targets can support knowledge creation and behavioral change in sustainability education. It explores how emotions shaped by perceived agent motivations across repeated persuasion episodes mediated this transformation.
Catherine Lejealle +4 more
openaire +1 more source