An Examination of Mediation: Insights into the Role of Psychological Mediators in the Use of Persuasion Knowledge

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Author(s): Kenneth M. Henrie (Texas A&M University - San Antonio, USA)and Darryl W. Miller (University of Wisconsin - River Falls, USA)
Copyright: 2013
Pages: 12
Source title: Managing Customer Trust, Satisfaction, and Loyalty through Information Communication Technologies
Source Author(s)/Editor(s): Riyad Eid (United Arab Emirates University, UAE)
DOI: 10.4018/978-1-4666-3631-6.ch007

Keywords: Business & Management / Business Information Systems / Business Science Reference / Consumer Management

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Abstract

This paper examines the role of psychological mediators on consumers’ responses to persuasive sales tactics. Factor Analysis is used to determine the actual mediators identified by consumers as potential targets by salespeople and find structure in the data. An exploratory examination identifies four categories of potential psychological mediators. Experimental results reveal that consumers recognize sales tactics designed to influence these psychological mediators. These processes, in turn, mediate the influence of persuasive tactics on consumer responses. Overall, the study lends support to Friestad and Wright’s Persuasion Knowledge Model (1994).

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An Examination of Mediation: Insights into the Role of Psychological Mediators in the Use of Persuasion Knowledge

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