Class notes
Persuasion in Consumer Communication for Sustainability
- Course
- Institution
Notes of all lectures for Persuasion in Consumer Communication CPT23306 WUR
[Show more]
Seller
Follow
manonpasman6
Content preview
Lecture 1/2: Persuasion knowledge – 30-10-2024Persuasion -> “persuasion as a symbolic process in which communicators try to convince other people
to change their own attitudes or behaviors regarding an issue through the transmission of a message in
an atmosphere of free choice”
- Symbolic process: relies on symbols -> words, signs, images
- Try to convince: attempt to influence -> deliberate, intential, conscious
- Change their own attitudes or behaviors -> entails self-persuasion -> persuade make the
change
- Message: requires transmission of a message -> arguments, cues
- Free choice: assumes free choice -> option to do not follow persuader
Traditional view of persuasion -> magic bullet/ hypodermic needle theory
Persuasion requires free choice
- When does persuasion become coercion?
- Coercion is a technique for forcing people to act as the coercer wants them to act –
presumably contrary to their preferences
- Coercion occurs when the influence agent:
Delivers a believable threat of significant physicl or emotional harm to those who
refuse the directive
Deprives the individual of some measure of freedom or autonomy
Attempts to induce the individual to act contrary to her preferences
Persuasion vs. coercion
Propaganda: “a form of communication in which the leaders of a ruling group have near or total
control over the transmission of information, typically relying on mass or social media to reach target
audience members, using language and symbols in a deceptive and manipulative fashion”
Persuasion vs. propaganda
Propaganda Persuasion
Near/ total control over transmission of Information transmission is free
information
Deceptive, only one perspective Access to multiple perspectives
Mass and social media Mass media, interpersonal, organizational
Negative, bad Positive, beneficial outcomes
Persuasion knowledge
, - Rather than passively receiving messages consumers are active receivers and interpreters and
of responders to advertising messages
- They use their persuasion knowledge to cope with persuasive messages
- “Consumers’ personal knowledge about the tactics used in persuasion attempts. This
knowledge helps them identify how, when, and why marketers try to influence them”
- “Consumers’ ideas about how advertising persuades or the specific tactics used”
Persuasion knowledge
- Is personal
- Develops throughout life
- Is not always necessarily “true”, but is rather what the consumer perceives
- Starts cognitive and effortful and becomes implicit and effortless as experience increases
- People use and develop PK because they are motivated to hold valid attitudes
- To hold these attitudes, you have to judge information, using your knowledge
- People use PK to cope with persuasion, to have control over the outcome
- Outcome can be positive or negative (resistance) -> greater persuasion knowledge is not equal
to greater persuasion resistance
Persuasion knowledge method
- Developed by Friestad and Wright in 1994
- New model developed by Ham and Nelson in 2017
- Distinguishes two actors
1. The target
Agent knowledge: target’s beliefs about characteristics and goals of the persuasion
agent
Topic knowledge: beliefs about the topic of the persuasion message
Persuasion knowledge: a target’s perception of agent’s strategic behavior, motives,
intentions
2. The agent
Target knowledge: agent’s beliefs about the persuasion target or consumer
Topic knowledge: beliefs about the topic of the persuasion message
Persuasion knowledge: agent’s knowledge about persuasive strategies
When persuasion knowledge is activated -> change of meaning-principle, which is followed by
detachment
Dimensions of persuasion knowledge
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller manonpasman6. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $6.47. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
66579 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now