Persuading For Good or Persuading For Gain: Examining Persuasion Knowledge Through a Social Marketing Lens

Abstract

Persuasion knowledge (PK) activation occurs when the target of a persuasion attempt becomes aware of a possible ulterior motive on the part of the persuader. PK activation has consistently generated negative attitudes and intentions when studied with consumer products and services, but less is understood about how it functions in a social marketing setting. This research investigates persuasion knowledge using exercise promotion advertisements to determine whether the same consequences occur in social marketing that are known to in the traditional marketplace, and whether it is recommended to apply typical marketing practices to behaviour-change messages. Following a Patient Oriented Research (POR) framework, this research is on Type 2 diabetes patients' responses to various appeals in exercise ads. Participants responded to two online studies which manipulated the source of the ad, the emotional appeal used and the presence of a prime. Results indicated that participants' PK activation and behavioural intentions were dependent on their appraisal of the appeal's appropriateness; the source influenced attitudes but not intentions or PK activation. Participants found the encouraging appeal to be most appropriate, and therefore persuasive, followed by the fear appeal, and lastly, the shame appeal. This research has important implications for practice by suggesting that shame appeals are not effective motivators for this population, and that exercise-promotion messages may be found appropriate regardless of the source.