How do consumers use persuasion knowledge to counter persuasion attempts?

I found this article on Consumer Use of Persuasion Knowledge very insightful.  Note particularly:

“Consumers are smarter than we think.  They have intuitive theories or beliefs about how marketers try to influence them, and under certain conditions, they use these beliefs to counter persuasion attempts.  Consumers’ persuasion knowledge includes beliefs about marketers’ motives, persuasion tactics, […] and strategies for coping with each.”

Are consumers smarter than we think?  If so, how should we adjust your marketing strategy accordingly?

About Arie Goldshlager

Customer Insight, Customer Strategy, and Innovation Consultant
This entry was posted in Customer Insight. Bookmark the permalink.

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