Warning of persuading attempts and ambiguity within advertising contexts in Mexico
Article Sidebar
Main Article Content
Abstract
A common reaction people have when they are trying to be convinced of something is resistance, because they do not want to feel manipulated. This reaction is defined in the Persuasion Knowledge Model. On the other hand, people also show resistance to ambiguous messages because they look for clear messages that are easy to interpret.
This research analyzed the resulting attitude of 145 participants regarding a message about an unknown product, in four trial conditions, in which variables of persuasion were manipulated (within an advertising context with commercial purposes and another context that was not advertising nor narrative) and the ambiguity degree of the message, either in logical or in random order (not ordered).
The message for a product was broadcasted within different contexts: advertising-ordered, advertising-not-ordered, narrative-ordered, and narrative-not ordered.
The findings indicate for a sample of population in Mexico facing an advertising context, as well as ambiguous, in an independent way, there is a less favorable attitude from the participants toward the product. However, when the advertising and ambiguous context interact, the message was found to be more persuasive than in the narrative-alone context, and this constitutes an opportunity to delve into the understanding of the behavior of message receivers facing an advertising and ambiguous context.
Downloads
PLUMX Metrics
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Atribución-NoComercial-CompartirIgual 4.0 Internacional.
References
Alter, A. L. & Oppenheimer, D. M. (2006). «Predicting short-term stock fluctuations using processing fluency». Proceedings of National Academy of Sciences, 103 (24), 9396-9372. https://doi.org/10.1073/pnas.0601071103
Boerman, S. C., Willemsen, L. M. & Van Der Aa, E. P. (2017). «This post is sponsored: Effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of Facebook». Journal of Interactive Marketing, 38, 82-92. https://doi.org/10.1016/j.intmar.2016.12.002
Boush, D. M., Friestad, M. & Rose, G. M. (1994). «Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics». Journal of Consumer Research, 21, June, 165-175. https://doi.org/10.1086/209390
Boush, D. M., Friestad, M. & Wright, P. (2009). Deception in the marketplace. Routledge.
Brehm, J. W. (1986). A theory of psychological reactance. Academic Press.
Briñol, P., Petty, R. E. & Tormala, Z. L. (2006). «The Malleable Meaning of Subjective Ease». Psychological Science, 17 (3), 200-206. https://doi.org/10.1111/j.1467-9280.2006.01686.x
Briñol, P., Horcajo, J., Valle, C. & De Miguel, J. M. (2007). «Cambios de actitudes a través de la comunicación». En Morales, J. F., Moya, M.E., Gaviria, E., Y Cuadrado, I. (eds). Psicología Social (3ª ed), 491-516. McGraw Hill.
Briñol, P., Cárdaba. M. A., Gallardo, I. & Horcajo, J. (2015). «La advertencia del intento persuasivo en contextos publicitarios». Anales de la Psicología, 31 (1), 184-189.
Brinson, N. H. & Eastin, M. S. (2016). «Juxtaposing the persuasion knowledge model and privacy paradox: An experimental look at advertising personalization, public policy and public understanding». Cyberpsychology: Journal of Psychosocial
Research on Cyberspace, 10 (1), 1-7. https://doi.org/10.5817/CP2016-1-7
Brown, C. L. & Krishna, A. (2004). «The skeptical shopper: A metacognitive account for the effects of default options on choice». Journal of Consumer Research, 31 (3), 529-539. https://doi.org/10.1086/425087
Calfee, J. F. & Ringold, D. J. (1994). «The 70 % majority: Finding consumer beliefs about advertising». Journal of Public Policy and Marketing, 13 (2), 228-238. https://doi.org/10.1177/074391569401300204
Campbell, M. C. & Kirmani, A. (2000). «Consumers’ use of persuasion knowledge: The effects of accessibility and cognitive capacity on perception of an influence agent». Journal of Consumer Research, 27 (1), 69-83. https://doi.org/10.1086/314309
Chen, Y. T., Lan, L. C. & Fang, W. (2021). «What Do Customers Want? The Impact of Pricing Tactic Persuasion Knowledge and Frequency of Exposure». British Food Journal, 123 (7), 2321-2334. https://doi.org/10.1108/BFJ-04-2020-0343
Cialdini, R. B. & Petty, R. L. (1981). «Anticipatory opinion effects». In R. E. Petty, T. M.
Ostrom, y T. C. Brock (eds), Cognitive responses in persuasion (217-235). Erlbaum.
Colín, C. G. (2018). «Promociones de precios y su relación con las decisiones de compra del consumidor». The Anáhuac Journal. 18 (2), 57-82. https://doi.org/10.36105/theanahuacjour.2018v18n2.03
Darke, P. R. & Ritchie, J. R. B. (2007). «The defensive consumer: Advertising deception, defensive processing, and distrust». Journal of Marketing Research, 44 (1), 114-127.
Fein, S. (1996). «Effects of suspicion on attributional thinking and correspondence bias». Journal of Personality and Social Psychology, 70 (June), 1164-1184. https://doi.org/10.1037/0022-3514.70.6.1164
Friestad, M. & Wright, P. (1994). «The persuasion knowledge model: How people cope with persuasion attempts». Journal of Consumer Research, 21 (1), 1-31. https://doi.org/10.1086/209380
Fukada, H. (1986). «Psychological processes mediating the persuasion inhibiting effect or forewarning in fear arousing communication». Psychological Reports, 58 (1), 87-90. https://doi.org/10.2466/pr0.1986.58.1.87
Germelmann, C. C., Herrmann, J. L., Kacha, M. & Darke, R. P. (2020). «Congruence and incongruence in thematic advertising-medium combinations: Role of awareness, fluency, and persuasion knowledge». Journal of Advertising, 49, 141-164. https://doi.org/10.1080/00913367.2020.1745110
Gilbert, D. T. & Malone, P. S. (1995). «The correspondence bias». Psychological
Bulletin, 117 (1), 21-38. https://doi.org/10.1037/0033-2909.117.1.21
Gopal, D., Rajat, R. & Naidoo, V. (2020). «When do consumers prefer partitioned prices? The role of mood and pricing tactic persuasion knowledge». Journal of Business Research, 116, 60-67. https://doi.org/10.1016/j.jbusres.2020.05.013
Green, M. C. & Brock, T. C. (2000). «The role of transportation in the persuasiveness of public narratives». Journal of Personality and Social Psychology, 79 (5), 701-72. https://doi.org/10.1037/0022-3514.79.5.701
Hamby, A. & Brinberg, D. (2018). «Cause-Related Marketing Persuasion Knowledge: Measuring Consumers’ Knowledge and Ability to Interpret CrM Promotions». The Journal of Consumer Affairs, 52 (2), 373-392. https://doi.org/10.1111/joca.12167
Hardesty, D. M., Bearden, W.O. & Carlson, J.P. (2007). «Persuasion knowledge and consumer reactions to pricing tactics». Journal of Retailing, 83 (2), 199-210. https://doi.org/10.1016/j.jretai.2006.06.003
Horcajo, J., Briñol, P. & Petty, R. E. (2010). Consumer persuasion: Indirect change and implicit balance. Psychology & Marketing, 27 (10), 938-963. https://doi.org/10.1002/mar.20367
Hovland, C. T., Janis, T. L. & Kelley, H. H. (1953). Communication and persuasion: Psychological studies of opinion change. Yale University Press.
Hudders, L., De Pauw, P., Cauberghe, V., Panic, K., Zarouali, B. & Rozendaal, E. (2017). «Shedding new light on how advertising literacy can affect children’s processing of embedded advertising formats: A future research agenda». Journal of Advertising, 46 (3), 333-349. https://doi.org/10.1080/00913367.2016.1269303
Isaac, M. S. & Grayson, K. (2017). «Beyond skepticism: Can accessing persuasion knowledge bolster credibility?». Journal of Consumer Research, 43 (6), 895-912. https://doi.org//10.1093/jcr/ucw063
Kachersky, L. (2011). «Reduce content or raise price? The impact of persuasion knowledge and unit price increase tactics on retailer and product brand attitudes».
Journal of Retailing, 83 (2), 199-210. https://doi.org/10.1016/j.jretai.2011.08.001
Kim, C. H. & Han, E. (2020). «Premiums paid for what you believe in: The interactive roles of price promotion and cause involvement on consumer price». Journal of Retailing, 96 (2), 235-250. https://doi.org/10.1016/j.jretai.2019.10.001
Kirmani, A. & Zhu, R. (2007). «Vigilant against manipulation: The effects of regulatory focus on the use of persuasion knowledge». Journal of Marketing Research, 44 (4), 688-701. https://doi.org/10.1509/jmkr.44.4.688
Kotler, P. & Stigliano, G. (2020). Retail 4.0. LID.
Kotler, P., Kartajaya, H. & Setiawan, I. (2018). Marketing 4.0. LID.
Lamb., W. C., Hair, J. F., & McDaniel, C. (2011). Marketing. Cengage.
Lim, D., Evans, N. & Primovic, M. (2021). «Exploring how disclosure works for listiclestyle native advertising: The supplementary disclosure effect of brand social media». Journal of Interactive Advertising, 21 (1), 1-16. https://doi.org/10.1080/15252019.2021.1921084
Nelson, R. M., Powell, R., Ferguson, M. G. & Tian, K. (2020). «Using subvertising to build families’ persuasion knowledge in Jamaica». Journal of Advertising, 49 (4), 477-494. https://doi.org/10.1080/00913367.2020.1783725
Petty, R. E., & Cacioppo, J. T. (1979). «Effects of forwarding of persuasive intent and cognitive responses and persuasion». Personality and Social Psychology Bulletin, 5 (2), 173-176.
Rucker, D. D., & Tormala, Z. L. (2012). «Metacognitive theory in consumer research». In P. Briñol & K. G. Dematree (eds). Social Metacognition (pp. 303-321). Psychology Press.
Russell, C. A., Hamby, A. A., Grube, J.W. & Russell, W. D. (2019). «When do public health epilogues correct the influence of alcohol storylines on youth? The interplay of narrative transportation and persuasion knowledge». Journal of Public
Policy and Marketing, 38 (3), 316-331. https://doi.org/10.1177/0743915618818567
Sorrentino, R. M., Bobocel, C. R., Gitta, M. Z., Olson, J. M., & Hewitt, E. C. (1988). «Uncertainty orientation and persuasion: individual differences in the effects of personal relevance on social judgements». Journal of Experimental Social Psychology, 55 (2), 357-371. https://doi.org/10.1037/0022-3514.55.3.357
Tormala, Z. L., Briñol, P. & Petty, R. E. (2006). «When credibility attacks: The reverse impact of source credibility: on persuasion». Journal of Experimental Social Psychology, 42 (5), 684-691. https://doi.org/10.1016/j.jesp.2005.10.005
Tormala, Z. L., Falces, C., Briñol, P. & Petty, R. E. (2007). «Ease of retrieval effects in social judgement: The role of unrequested cognitions». Journal of Personality and Social Psychology, 93 (2), 143-157. https://doi.org/10.1037/0022-3514.93.2.143
Tze, K. H., Imm, S. N., Ann, J. H., Chien, T. H. & Seong, C. L. (2021). «Does CSR image matter to hypermarket’s consumers in Malaysia? Perspective from Persuasion Knowledge Model». International Journal of Economics Management, 15 (1), 51-68.
Uleman, J. (1987). «Consciousness and control: The case of spontaneous trait inferences». Personality and Social Psychology Bulletin, 13 (3), 337-354. https://doi.org/10.1177/0146167287133004
Van Reijmersdal, A. E. & Van Dam, S. (2020). «How age and disclosures of sponsored influencer videos affect adolescents’ knowledge of persuasion and persuasion». Journal of Youth and Adolescence, 49, 1534-1544. https://doi.org/10.1007/s10964-019-01191-z
Vohs, K. D., Baumeister, R. F. & Chin, J. (2007). «Feeding duped: Emotional, motivational, and cognitive aspects of being exploited by others». Review of General Psychology, 11 (2), 127-141. https://doi.org/10.1037/1089-2680.11.2.127
Vonk, R. (1998). «The slime effect: Suspicion and dislike of likable behavior toward superiors». Journal of Personality and Social Psychology, 74 (4), 849-864. https://doi.org/10.1037/0022-3514.74.4.849
Wen, J.T., Kim, E., Wu, L. & Dodoo, A. D. (2020). «Activating persuasion knowledge in native advertising: The influence of cognitive load in disclosure language». The Review of Marketing Communications, 39 (1), 74-93. https://doi.org/10.1080/02650487.2019.1585649
Zboja, J. J., Brudvig, S., Laird, M. P. & Clark, R. A. (2021). «The roles of consumer entitlement, persuasion knowledge on perceptions of sales pressure». Journal of Marketing Theory and Practice, 29 (4), 435-447.