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Persuasion has played an important role in human life since it began. In the early 1990s a new approach called persuasive design was introduced into the HCI field. Persuasive design recognised that persuasion knowledge could be applied to the design and development of a variety interactive

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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

Most persuasion knowledge research has shown that persuasion knowledge access is associated with skepticism. In contrast, we demonstrate that persuasion knowledge access can lead to greater credibility (rather than skepticism), and that high (vs. low) persuasion knowledge access can sometimes

Abstract. The purpose of the paper is to explain resistance to anti-smoking persuasion by integrating persuasion knowledge as a cognitive resource that likely affects persuasive message efficiency. A research model was designed including an anti-smoking persuasive message, persuasion knowledge

Word of mouth and customer referral have become veritable buzzwords in the world of business, as illustrated by popular management books on these topics (e.g., Godin 2000, Rosen 2000, Silverman 2001). “Word of mouth promotion has become an increasingly potent force, capable of catapulting products from obscurity into runaway commercial success ” (Dye, 2000, p.139). Increasingly, marketers attempt to stimulate and accelerate word of mouth, a practice known as buzz marketing (Rosen, 2000). Aca-demics have long recognized the importance of word of mouth

This article examines conditions that influence consumers ’ use of persuasion knowledge in evaluating an influence agent, such as a salesperson. We propose that persuasion knowledge is used when consumers draw an inference that a persuasion motive may underlie a salesperson’s behavior. These motive

People generally prefer a persuasive message that matches with one’s self view. For example, people tend to have favorable attitudes when advertising appeals match their self-construal (a compatible ef-fect; e.g., Han &Shavitt, 1994). In particular, people with an interde-

Consistent with construal level theory, we present results from an experiment demonstrating that the temporal distance of a purchase decision can affect persuasion knowledge activation when the topic of the persuasive statement is congruent with the construal level. This interaction is then shown