Persuasion Knowledge and Moral Judgment

Although Friestad and Wright (1994) argue that persuasion knowledge affects consumer perceptions of the appropriateness of marketing tactics, this proposition has not been empirically examined by persuasion knowledge researchers. The results of our studies suggest that persuasion knowledge does influence perceptions of tactic acceptability. We also find that the direction of the link between level of knowledge and acceptability depends on how "acceptability" is defined. When defined as normatively appropriate, those with higher persuasion knowledge view tactics as being more appropriate. When defined as morally acceptable, those with higher persuasion knowledge view tactics as being less appropriate.


Kent Grayson and Tracy Rank (2010) ,"Persuasion Knowledge and Moral Judgment", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 267-270 .


Kent Grayson, Northwestern University, USA
Tracy Rank, DePaul University, USA


NA - Advances in Consumer Research Volume 37 | 2010

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