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

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      MORELAND-THESIS-2019.pdf (7.741Mb)
      Date
      2019-09-05
      Author
      Moreland, Marina 1991-
      Type
      Thesis
      Degree Level
      Masters
      Metadata
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      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.
      Degree
      Master of Science (M.Sc.)
      Department
      Edwards School of Business
      Program
      Marketing
      Supervisor
      Delbaere, Marjorie
      Committee
      Phillips, Barbara; Dobni, Dawn; Martin, Wanda
      Copyright Date
      October 2019
      URI
      http://hdl.handle.net/10388/12289
      Subject
      persuasion knowledge
      social marketing
      patient-oriented research
      emotional appeal
      source disclosure
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      • Graduate Theses and Dissertations
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