Role Of Persuasion Knowledge Research Articles

Understanding How Streamer’s Self-Presentation in E-Commerce Live Streaming Affects Consumers: The Role of Persuasion Knowledge

In recent years, live streaming has become the mainstream way of online shopping in China. As the dominant player and performer in live streaming, streamers play a crucial role in consumers’ purchase decisions. Therefore, this study focuses on the self-presentation behavior of streamers in the context of e-commerce live streaming and explores the mechanism of its influence on consumers’ purchase intention from the perspective of persuasion knowledge. A total of 538 consumers from China participated in this anonymous survey. The results indicate that helpful and empathetic behaviors of streamers can significantly enhance consumers’ purchase intention, while derogatory, exaggerated, and flattering behaviors of streamers can significantly diminish consumers’ purchase intention. Persuasion knowledge played a mediating role and had a significant negative impact on purchase intention, while anticipated inaction regret weakened its effect on purchase intention.

Why Do People Generate Toxic Speech Toward Woke Advertising? The Role of Persuasion Knowledge and Cognitive Dissonance

Brands are embracing sociopolitical issues in their advertising campaigns, a strategy termed “woke advertising,” to tailor to contemporary social movements. To create social impact, brands upload the woke campaigns on social media platforms, such as YouTube, to arouse discussion. However, the conversation among consumers regarding a woke campaign may move from level-headed debate to emotionally fueled fighting. Thus, research is needed to understand why consumers generate hate/toxic speech in the context of woke advertising. Based on previous research, we adopted machine learning algorithms to classify the comments on two woke campaigns into toxic and nontoxic comments, analyzed the topics of each comment type, examined the engagement performance of each comment type, and tracked the growth of each type of comments over time. Empirical findings shed light on two main sources of cognitive dissonance in the context of woke advertising (i.e., the stance of the woke campaign and others’ comments on the woke campaign) and indicate that both supporters and opposers of a woke campaign may use hate/toxic speech to attack the source of cognitive dissonance. Moreover, given the source of cognitive dissonance, consumers may or may not leverage their persuasion knowledge to cope with a woke campaign.

Exploring how disclosure works for listicle-style native advertising: the role of persuasion knowledge, persuasion appropriateness and supplementary disclosure effect of brand social media

Listicles are a new media phenomenon that appear on a news organization’s website; they are articles that use a ranked list and offer concise details about a topic to readers. The study explores how consumers recognize and understand native ad forms that mimic listicle-style online news articles. We investigated whether the inclusion of a disclosure or a companion brand social media post triggers the same effect and process provoked by conceptual persuasion knowledge. Through a between-subject design experiment, we show that the presence of disclosures and branded social media posts influence consumer’s perception of persuasion appropriateness, which correlates to the affective and behavioral evaluation of the brand and publisher.

Congruence and Incongruence in Thematic Advertisement–Medium Combinations: Role of Awareness, Fluency, and Persuasion Knowledge

We suggest that thematic ad–medium congruency versus incongruency evokes distinct effects on consumer evaluations through different underlying mechanisms. Specifically, we propose congruency largely has positive effects on consumer evaluations due to a relatively automatic fluency process, whereas incongruency evokes a more conscious and negative persuasion knowledge (PK) process that leads to negative evaluations. Study 1 showed that consumers were more attentive to incongruence than congruence, particularly when the ad–medium combination was presented with other ads or materials. Studies 2A and 2B confirmed that congruency led to positive evaluations through perceived fluency, whereas incongruency led to negative-PK thoughts involving manipulative intent and more negative evaluations. Studies 3A and 3B provided causal evidence for the role of PK by showing that positive PK attenuated the negative effects the incongruency tactic had otherwise. Overall, these findings suggest the common practice of directly comparing congruent and incongruent media tactics confounds two very different processes. Managerial implications for advertising and media marketing are discussed.

The Effects of Message Sidedness and Media Type on News Credibility and Attitude in the Unification News : The Role of Persuasion Knowledge

본 연구의 목적은 통일 뉴스의 메시지 측면성과 전달되는 미디어 유형에 따른 뉴스의 신뢰도, 통일에 대한 태도의 차이를 살펴보고 그 과정에서 뉴스의 설득 의도를 파악하는 설득지식의 효과가 있는지를 알아보는 것이다. 이를 위해 메시지의 측면성(일면적 메시지 vs. 양면적 메시지)과 미디어의 유형(정부의 홍보 책자 vs. 지인의 페이스북)을 독립변인으로 하는 2 × 2 요인 설계 실험 연구를 진행하였다. 통일 관여를 공변인으로 통제한 후 종속변인인 뉴스 신뢰도 및 통일 태도, 그리고 설득지식에 대한 ANCOVA를 실시하였고 설득지식의 매개 변인 여부를 검증하였다. 그 결과, 뉴스 신뢰도는 양면적 메시지가 일면적 메시지에 비해 더 높게 나타났다. 통일 태도에 대한 메시지의 측면성과 미디어 유형은 통계적으로 유의하지 않았고 공변인으로 통제한 통일 관여만이 통계적으로 유의하게 나타났다. 설득지식에 대해서는 양면적 메시지가 일면적 메시지보다 낮게 나타났고 페이스북은 통일 책자보다 낮은 것으로 나타났다. 설득지식의 매개 효과는 메시지의 측면성이 뉴스의 신뢰도에 영향을 미치는 과정을 부분적으로 매개하는 것으로 나타났다.

The role of persuasion knowledge, assessment of benefit and harm, and third-person perception in coping with online behavioral advertising

Online behavioral advertising (OBA) provides Internet users with potential benefit (relevant ads) and harm (privacy infringement) through personalized covert persuasion tactics, making it an interesting case for understanding perceptions of media effects. In study 1 (survey), we found that subjective persuasion knowledge of OBA was positively related to third-person perception (TPP). Importantly, the assessment of the potential harm and benefit of OBA mediated the relationship between subjective persuasion knowledge and TPP. Objective persuasion knowledge however was only indirectly related to TPP via subjective persuasion knowledge. TPP related to personal (accept, avoid OBA) but not social-level (pro-regulation) coping measures. Study 2 (experiment) replicated study 1 and showed that the perceived effect of OBA on self (not others) drove the TPP and the responses to personal outcome measures. Implications for understanding perceived media effects and response to OBA are discussed.

Publicity as Covert Marketing? The Role of Persuasion Knowledge and Ethical Perceptions on Beliefs and Credibility in a Video News Release Story

Publicity may be considered “covert marketing” when the audience believes the message was created by an independent source (journalist) rather than the product marketer. We focus on one form of publicity—video news releases (VNRs)—which are packaged video segments created and provided for free by a third party to the news organization. VNRs are usually shown without source disclosure. In study one, viewers’ beliefs about and perceptions of credibility in a news story (that is actually a VNR) are altered when they acquire persuasion knowledge about VNRs and learn that the source of the story was an unedited VNR. Study two results show similar patterns despite the fact that source disclosure of the story was provided on screen. Importantly, the perceived ethics of VNRs impact perceptions of credibility.

The influence of advertising on compulsive buying - The role of persuasion knowledge.

Background and aims: The growing concern over compulsive buying (CB) among consumers has led to vast amount of research examining the antecedents of this maladaptive behaviour. The focus of previous research was, however, mainly on examining the internal, psychological factors contributing to CB. The current research, on the other hand, sheds light on one of the external triggers which can possibly stimulate CB, namely advertising. Methods: An online survey has been conducted to identify the attitudes and scepticism towards advertising as well as ad avoidance and persuasion knowledge among a sample of 582 Belgian consumers. Furthermore, all participants were screened with regard to compulsive buying tendencies. Results: This research provides evidence that positive attitudes towards advertising can lead to CB. An important factor in this relation is persuasion knowledge. Conclusions: The study results lead to the conclusion that people higher in persuasion knowledge dispose less positive attitudes towards advertising which can subsequently prevent them from engaging in CB. Moreover high scores on scepticism towards advertising and ad avoidance among Belgian consumers in our sample point to a need for advertisers to modify their practices in order to gain more trust from consumers. This study also shows that advertising in particular attracts and seems to affect an already disadvantaged group of people – namely compulsive buyers.

Sponsorship Disclosure: Effects of Duration on Persuasion Knowledge and Brand Responses

This study examined how sponsorship disclosure on television influences persuasion knowledge and brand responses (i.e., brand memory and brand attitude). Moreover, we tested whether extending disclosure duration increases its effect. By conducting an experiment (N = 116) we compared the effects of no disclosure to a 3-second and a 6-second disclosure. Results showed that especially a 6-second disclosure activates conceptual and consequently attitudinal persuasion knowledge. Regarding brand responses, we found that disclosure directly increased brand memory, regardless of duration. In addition, a 6-second disclosure indirectly resulted in less favorable brand attitudes through higher rates of attitudinal persuasion knowledge. Theoretically, this study provides insights into how sponsorship disclosure influences the persuasion process and the role of persuasion knowledge within this process.