Na€ıve theories about persuasion: implications for information processing and consumer attitude change
نویسندگان
چکیده
Consumers have knowledge about persuasion that includes na€ıve theories about persuasion. The present work examines na€ıve theories with regard to whether consumers associate the meaning of persuasion as something that is either good or bad. Furthermore, na€ıve theories about persuasion are demonstrated to affect how consumers respond to a persuasive message. Two studies are presented, one that manipulates and another that measures na€ıve theories related to the meaning of persuasion. The meaning associated with persuasion is found to play a significant role in influencing the amount of message elaboration that consumers engage in. Implications for attitude change and advertising, persuasion knowledge, and the importance for further research on the meanings attached to persuasion are discussed.
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