How Do Consumer Targets Perceive and Respond to Brand Agents in Persuasion Attempts?

Mei-Ling Wei, York University

How do consumer targets perceive and respond to brand agents in persuasion attempts?

 

Many advances of the persuasion knowledge model have focused upon people in selling functions as agents in a persuasion episode.  A major facet that remains under researched is our understanding of brands as agents.  This paper addresses this gap by examining consumer beliefs about brands as agents of persuasion.  Depth interview data show how target perceptions of agents can be more complex and their responses less resistant than previous conceptualizations.  Consumer targets can perceive brand agents as representing, offering, reaching out, getting the word, and making do; and they can respond by defending, congratulating, choosing, and getting suckered.
[ to cite ]:
Mei-Ling Wei (2006) ,"How Do Consumer Targets Perceive and Respond to Brand Agents in Persuasion Attempts?", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 269-269.