Can Persuasion Knowledge Change Preferred Persuasion Based on Self-Construal?

Wenxia Guo, City University of Hong Kong, China
Kelley Main, University of Manitoba, Canada
People, in general, prefer persuasive messages matching with their self view. However, when people give greater thought to persuasive messages, they may change their preference. With the consideration of persuasion knowledge, self-construal (interdependent vs. independent) is likely to switch their preference of persuasion attempts from sales agents.
[ to cite ]:
Wenxia Guo and Kelley Main (2014) ,"Can Persuasion Knowledge Change Preferred Persuasion Based on Self-Construal?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 498-501.