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Food purchase decisions are characterized by habitual purchase behavior and low consumer involvement. The main aim of food marketing is to influence food consumers, for example, through advertising. In order to illustrate the interaction between consumers and marketers, Friestad and Wright (1994) developed the Persuasion Knowledge Model. The Persua...
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... The authors suggest using the Persuasion Knowledge Model as a subliminal message in appropriately constructed advertising. Utilizing psychological mediators, such as communicating emotions and a sense of trust in the advertisement, can lead to a positive perception of the product, such as edible insects [68]. Research conducted by Park and Cho demonstrated an effective reduction in the level of neophobia and an increase in the level of new food acceptance using a taste education program modified to indicate connections with elements of the native food culture [69]. ...
The aim of the study was to analyze the acceptance of muffins containing a 15% addition of powder from four edible insect species (Alphitobius diaperinus, Tenebrio molitor, Acheta domesticus, Ruspolia differens) in both savory and sweet versions, focusing on the psychological factors influencing their consumption. The study involved 106 adult consumers. Initially, the level of food neophobia (FNS) among participants was determined. Over 80% displayed low to medium levels of neophobia. Similar results were obtained when assessing attitudes towards insects, with most participants showing positive and ambivalent attitudes. Based on these findings, the acceptance of insect-based muffins was evaluated. The level of acceptance of insects varied and depended mainly on taste, smell, and texture. Participants with lower levels of neophobia and positive attitudes towards consuming insects generally rated the insect muffins higher compared to those with higher levels of neophobia and negative attitudes. The sweet versions of insect powder muffins were rated higher, which also indicates preferences and dietary habits. Products with grasshopper powder (GS, GCL) were rated the lowest for both taste versions. Conversely, products based on buffalo worms (BS, BCL) were seen as having the greatest potential for acceptance. Understanding consumer attitudes, neophobia, and levels of acceptance provides valuable insights for designing new insect-based foods.
... high persuasion knowledge may also mitigate the extent to which a target perceives sales pressure, allowing them to better cope (Zboja et al., 2021). Psychological mediators, such as building trust or communicating other positive emotions, can also lead to positive coping behaviours for targets (Mohr & kühl, 2021). ...
This research explores the relationship between liquor brand representatives and bartenders, its effects on the bartenders’ profession and subsequent theoretical implications from a Persuasion Knowledge Model perspective. Seven senior craft cocktail bartenders who act as both ‘agent’ and ‘target’ in the sale of alcohol were interviewed. As the ‘target’, they work with brand representatives who try to persuade them to purchase the brand’s product(s) for resale. As the ‘agent’, they then persuade their customers to purchase products. This study uses a grounded theory approach with a thematic analysis to examine the experiences of craft cocktail bartenders. Four themes emerged that were categorized as (1) passion, (2) purism, (3) storytelling and (4) personal branding. Findings were put into the Persuasion Knowledge Model, adding depth to our understanding of the model when someone with high topic, agent, and persuasion knowledge is both an ‘agent’ and a ‘target’. Results showed: bartenders’ high knowledge (topic, agent and persuasion) leads to both skepticism or trust in the brand representatives, depending on the level of knowledge the brand representative displays and whether or not that satisfies the bartender’s expectations; when a ‘target’ is an expert, ‘agent’ attitude is second to topic knowledge; bartenders use the same persuasion attempts as the ‘agent’ that are effective on them as the ‘target’; when bartenders felt validated, this aided in persuasion; when ‘targets’ are passionate, they respond more favourably to ‘agents’ they perceive as passionate; bartenders actively seek topic knowledge through internal motivations; and bartenders’ passion informs their persuasion attempts.
Consumers usually endorse tourism products differently when sharing positive electronic word-of-mouth (eWOM). This research examines the relative persuasiveness of two endorsement styles, that is, explicit endorsement (e.g., “I recommend it”) and implicit endorsement (e.g., “I love it”). Drawing on the persuasion knowledge model, we propose that explicit endorsements are less persuasive than implicit endorsements because the former trigger stronger persuasion knowledge. We further argue that source trustworthiness mitigates the persuasion effect difference between the two endorsement styles. This article assesses these hypotheses across different sources (anonymous reviewers, friends, influencers), channels (online community, social commerce platform, social networking app), and products (hotels, restaurants) using secondary data analysis and two experiments. Three studies provide support for our hypotheses. By revealing the relationship between endorsement styles and eWOM persuasiveness, this article provides important implications for implementing effective product endorsement.
Researchers in the area of children and advertising have been working for decades to determine exactly how children process commercial messages. While a great deal of work has focused on cognitive advertising literacy, research regarding the development of children’s moral advertising literacy is lacking. Given the popularity of social media platforms among youth today, this study examined age differences in children’s moral evaluations of product placement in a YouTube video displaying various forms of disclosures. Results revealed that more prominent disclosures are associated with greater judgments of the appropriateness of the advertising tactic, which in turn is associated with more positive evaluations of the promoted brand. While the former relationship was particularly strong among younger children, older children were more likely to consider how others and society broadly are impacted by covert advertising, resulting in more negative evaluations of the promoted brand.
