College aantekeningen
Persuasion in Consumer Communication for Sustainability
- Instelling
- Wageningen University (WUR)
Notes of all lectures for Persuasion in Consumer Communication CPT23306 WUR
[Meer zien]Voorbeeld 2 van de 23 pagina's
Voorbeeld 2 van de 23 pagina's
In winkelwagengesponsord bericht van onze partner
Verkoper
Volgen
Voorbeeld van de inhoud
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
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper manonpasman6. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €5,99. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 66579 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen