title: When consumers activate persuasion knowledge: Review of antecedents and consequences
metadata.name: dc.contributor.author
metadata.value: Golovacheva, E.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2017-06-05T10:41:33Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2017-06-05T10:41:33Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2016
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/6440
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The article aims to complexly examine the role of persuasion knowledge activation in consumer response. To handle the purpose, the author reviews the related studies published since 1994 when the term "persuasion knowledge" was introduced to scientific discourse. The literature review shows that persuasion knowledge activation is mainly associated with negative consequences for firms resulting in a more critical assessment of marketing stimuli by consumers, less favorable judgements and behavior in relation to firms and brands. Besides, there is empirical evidence that consumers can activate persuasion knowledge even in the absence of firms' persuasion intent. Ultimately, the effect of persuasion knowledge activation on consumer response to marketing stimuli is dependent upon a variety of moderating factors and intrinsic characteristics of the phenomenon addressed in a particular study. The study contributes to persuasion knowledge literature by combining conceptual theorizations articulated in the seminal article by Friestad and Wright with empirical evidence appeared afterwards, so the theory is enriched and clarified.
metadata.lang: en_GB
metadata.name: dc.description.sponsorship
metadata.value: Research has been conducted with financial support from SPbSU grant (project No. 16.23.1846.2015)
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: en
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: Graduate School of Management, St. Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Working Papers;#5(E)-2016
metadata.lang: -
metadata.name: dc.subject
metadata.value: marketing stimuli
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: influence tactics
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: persuasion knowledge
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: consumer response
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: When consumers activate persuasion knowledge: Review of antecedents and consequences
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Working Paper
metadata.lang: en_GB
resources.filename: 5_WP 2016 Golovacheva.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/6440/1/5_WP%202016%20Golovacheva.pdf
resources.format: Adobe PDF
resources.size: 701,85 kB