Target-Observer Asymmetry in the Use of Persuasion Knowledge

Guang-Xin Xie, University of Massachusetts Boston, USA
Tracy Rank, Rutgers University, USA
Kent Grayson, Northwestern University, USA
We examine the “target-observer asymmetry” when consumers use persuasion knowledge in response to interpersonal persuasion attempts. We find that persuasion knowledge can moderate the asymmetry regarding perceived effectiveness of persuasion tactics. The moderation effect is mitigated when consumers are motivated to maintain or enhance positive self-perception.
[ to cite ]:
Guang-Xin Xie, Tracy Rank, and Kent Grayson (2012) ,"Target-Observer Asymmetry in the Use of Persuasion Knowledge", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 209-212.