Business Commons^™

The Impact Of Masking Of Persuasive Intent On Persuasive Message Effectiveness, Christina Simmers Rodrigue

LSU Doctoral Dissertations

The decreased dependency of marketing managers on traditional message forms (i.e., commercials) has increased the use of nontraditional message forms (i.e., product placement) in marketing communication. These newer message forms are unique because their persuasive intent is concealed by the presentation method and, therefore, may be processed differently than the traditional message forms. Consequently, this paper examines three major issues that arise out of the integration of nontraditional message forms into marketing communication, including (1) incorporating nontraditional message forms into the traditional persuasion literature, (2) introducing a new persuasion element (termed masking of persuasive intent) and its role in the …