You are not currently logged in.
Access your personal account or get JSTOR access through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Persuasion Knowledge: Lay People's and Researchers' Beliefs about the Psychology of Advertising
Marian Friestad and Peter Wright
Journal of Consumer Research
Vol. 22, No. 1 (Jun., 1995), pp. 62-74
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2489700
Page Count: 13
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
What do lay people believe about the psychology of advertising and persuasion? How similar are the beliefs of lay people to those of consumer researchers? In this study we explore the content of people's conceptions of how television advertising influences its audience The findings suggest that lay people and researchers share many basic beliefs about the psychology of persuasion but also indicate some dissimilarities in these groups' persuasion knowledge We discuss what the findings imply about the existence of cultural folk knowledge and its effect on persuasion.
Journal of Consumer Research © 1995 Oxford University Press