In theories and studies of persuasion, people's personal knowledge about persuasion agents' goals and tactics, and about how to skillfully cope with these, has been ignored. We present a model of how people develop and use persuasion knowledge to cope with persuasion attempts. We discuss what the model implies about how consumers use marketers' advertising and selling attempts to refine their product attitudes and attitudes toward the marketers themselves. We also explain how this model relates to prior research on consumer behavior and persuasion and what it suggests about the future conduct of consumer research.

The Persuasion Knowledge Model: How People Cope with Persuasion Attempts

This article reviews the construct and measurement of materialism and concludes that materialism is appropriately conceptualized as a consumer value. The development of a values-oriented materialism scale with three components—acquisition centrality, acquisition as the pursuit of happiness, and possession-defined success—is described. In validation tests high scorers (compared with low scorers) desired a higher level of income, placed greater emphasis on financial security and less on interpersonal relationships, preferred to spend more on themselves and less on others, engaged in fewer voluntary simplicity behaviors, and were less satisfied with their lives.

A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation

While marketing scholars have emphasized the importance of customer satisfaction, few studies have examined in detail consumers’ responses to dissatisfaction. This study examines correlates of one ...

Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study:

Understanding the motivations of consumers to engage in relationships with marketers is important for both practitioners and marketing scholars To develop an effective theory of relationship marketing, it is necessary to understand what motivates consumers to reduce their available market choices and engage in a relational market behavior by patronizing the same marketer in subsequent choice situations This article draws on established consumer behavior literature to suggest that consumers engage in relational market behavior due to personal influences, social influences, and institutional influences Consumers reduce their available choice and engage in relational market behavior because they want to simplify their buying and consuming tasks, simplify information processing, reduce perceived risks, and maintain cognitive consistency and a state of psychological comfort They also engage in relational market behavior because of family and social norms, peer group pressures, government mandates, religious tenets, employer influences, and marketer policies The willingness and ability of both consumers and marketers to engage in relational marketing will lead to greater marketing productivity, unless either consumers or marketers abuse the mutual interdependence and cooperation

Relationship Marketing in Consumer Markets: Antecedents and Consequences:

Twenty-five years of consumer socialization research have yielded an impressive set of findings. The purpose of our article is to review these findings and assess what we know about children's development as consumers. Our focus is on the developmental sequence characterizing the growth of consumer knowledge, skills, and values as children mature throughout childhood and adolescence. In doing so, we present a conceptual framework for understanding consumer socialization as a series of stages, with transitions between stages occurring as children grow older and mature in cognitive and social terms. We then review empirical findings illustrating these stages, including children's knowledge of products, brands, advertising, shopping, pricing, decision-making strategies, parental influence strategies, and consumption motives and values. Based on the evidence reviewed, implications are drawn for future theoretical and empirical development in the field of consumer socialization.

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Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research

quences, focusing on the impact of television advertising on mother-child interaction. Specifically, we studied children's attempts to influence mothers' purchases of various products and mothers' yielding to these attempts. Some previous research has examined relationships between mass media use, parent-child interaction, and subsequent effects. For example, adolescents' mass media use has been related to parent-child interaction and political socialization processes [2, 6]. Halloran and his associates examined exposure to television and intrafamily communication among samples of delinquent and nondelinquent British adolescents [5]. Little empirical evidence has been found on the extent of television advertising's influence on intrafamily interaction and behavior. For example, while much commercial research attempts to relate mass media exposure to aspects of consumer behavior, little effort has been devoted to explicit examination of parentchild interaction intervening between media exposure and behavior [3]. Research on consumers' family decision making usually focuses on husband-wife interaction and is not concerned with the influence of children [4]. Some qualitative data indicate that mothers feel television commercials influence their children [8], citing the apparent formation of desires for various products. Parents resent the encouragement of overt attempts to influence their purchases, although many mothers are said to accept television advertising as a necessary evil. Such qualitative research, of course, does not explicitly link media exposure to specific family processes. Berey and Pollay examined such processes in mothers' purchases of children's breakfast cereals [1]. While not concerned with mass media influences, the investigators found highly child-centered mothers purchased their children's favorite cereals less frequently than less child-centered mothers. The child's assertiveness was not correlated with purchase perhaps because the assertiveness measure was based on teachers' rat-

Scott Ward

Papers

Children's Purchase Influence Attempts and Parental Yielding

How Children Learn to Buy: The Development of Consumer Information Processing

How children learn to buy

Family and Media Influences On Adolescent Consumer Learning

How Children Learn to Buy: The Development of Consumer Information-Processing Skills