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| Author: | Friestad, M. Wright, P. |
| Title: | The persuasion knowledge model: how people cope with persuasion attempts |
| Journal: | Journal of Consumer Research
1994 : JUN, VOL. 21:1, p. 1-31 |
| Index terms: | MODELS RESEARCH CO-OPERATION |
| Language: | eng |
| Abstract: | In the theories and studies of persuasion, people's personal knowledge about persuasion agents' goals and tactics, and about how to skillfully cope with these, has been ignored. The authors present a model of how people develop and use persuasion knowledge to cope with persuasion attempts. They 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. |
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