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"Seeing Is Believing?" : A Persuasion Knowledge Model On Attitudinal Evaluations In Advertisements, Yan Wu

Theses & Dissertations

This study examines the effects of individuals' beliefs about persuasion tactics (i.e., persuasion knowledge) evoked in an advertisement on their attitudes toward the advertisement and the advertised brand. Drawing on persuasion knowledge theory, this thesis develops a conceptual model that argues how ad image incongruence, defined as an inappropriate match-up between model type (western versus local) and advertised product category (western product category versus local product category) featured in advertisements, leads to the use of persuasion knowledge, which in turn affects attitudinal evaluations. A series of experimental studies were conducted. The results suggest that individual’s use of persuasion knowledge mediates …