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Abstract ▼ AI-Helper

Communication message effects can be different according to the degree to which message receivers construct psychological persuasive reactance to the messages. This study focuses on the activation of psychological barriers to persuasive messages. Based upon the Persuasion Knowledge Model of Friestad...

Communication message effects can be different according to the degree to which message receivers construct psychological persuasive reactance to the messages. This study focuses on the activation of psychological barriers to persuasive messages. Based upon the Persuasion Knowledge Model of Friestad and Wright, this study tried to find out how and why message receivers perceive different level of message source"s persuasive intention according to the message types. Respondents exposed to advertising or corporate blog perceived higher persuasive knowledge than those who are exposed to publicity or individual blog. Respondents exposed to advertising and corporate blog seemed to build psychological barriers to the persuasion messages, thus showed more negative attitudes to the product and lower purchase intentions than those who are exposed to publicity or individual blog.

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