Target-Observer Asymmetry in the Use of Persuasion Knowledge

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.


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.


Guang-Xin Xie, University of Massachusetts Boston, USA
Tracy Rank, Rutgers University, USA
Kent Grayson, Northwestern University, USA


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


Social Sharing of Negative Emotions in Virtual Travel Communities

Clara Koetz, Rennes School of Business
Anke Piepenbrink, Rennes School of Business

Read More


G9. The Voice From Afar: How Reverberation Affects Consumer Cognition

Johann Melzner, New York University, USA
Jochim Hansen, University of Salzburg

Read More


B5. Money Doesn’t Buy Happiness, But What About Buying Trust? The Effectiveness of Financial Compensation in Restoring Trust After Double Deviation

Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)
Cristiane Pizzutti, UFRGS
Katja Gelbrich, Catholic University Eichstätt-Ingolstadt

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.