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This study aims to investigate the potential positive effects of cause-related marketing (CRM) campaigns that show evidence of commitment to espoused causes. It examines whether consumers respond positively when a CRM campaign promises to deliver proof of the espoused cause.

This study adopted the grounded theory approach to conceptualize the promised impact evidence construct. A promised impact evidence scale was developed and validated using robust qualitative and quantitative methods, including item response theory estimates.

The study provides evidence for promised impact evidence as a reflective second-order latent construct. The promised impact evidence scale demonstrates strong internal consistency, reliability and validity. In addition, this study posits that promised impact evidence is an antecedent of advertising trust, purchase intention, advertising credibility and persuasive and selling intent.

This study positioned the promised impact evidence scale against the theoretical underpinnings of the persuasion knowledge model. Specifically, this scale contributes to existing knowledge because it applies the persuasion knowledge model in CRM campaigns by adopting an acceptance focus, as opposed to the rejection focus used in developing persuasion knowledge model scales.

The purpose of this study is to examine whether consumers are able to critically evaluate promotional content presented by a podcast host with whom they have a parasocial relationship, and how this interaction impacts the listeners’ behavioral intentions toward the advertised brand.

Using a blended theoretical foundation of Persuasion Knowledge Model and Parasocial Interaction theory, this between subjects’ experimental study examined the effects of a traditional advertisement versus a host-read promotional message for the same brand in a highly rated podcast among listeners who reported varying levels of a parasocial relationship (PSR) with the host.

Results from a moderated mediation analysis suggest that a PSR with the podcast host decreased evaluative persuasion knowledge about the promotional message presented, which indirectly enhanced respondents’ intention to seek more information about the promoted brand.

This study extends the limited research examining the effects of promotional messaging delivered by podcast hosts with whom audiences have a PSR, and how this interaction impacts the listeners’ behavioral intentions. Theoretical contributions and practical implications for podcast marketers are also discussed.

Prediction is a critical task in targeted online advertising, where predictions better than random guessing can translate to real economic return. This study aims to use machine learning (ML) methods to identify individuals who respond well to certain linguistic styles/persuasion techniques based on Aristotle’s means of persuasion, rhetorical devices, cognitive theories and Cialdini’s principles, given their psychometric profile.

A total of 1,022 individuals took part in the survey; participants were asked to fill out the ten item personality measure questionnaire to capture personality traits and the dysfunctional attitude scale (DAS) to measure dysfunctional beliefs and cognitive vulnerabilities. ML classification models using participant profiling information as input were developed to predict the extent to which an individual was influenced by statements that contained different linguistic styles/persuasion techniques. Several ML algorithms were used including support vector machine, LightGBM and Auto-Sklearn to predict the effect of each technique given each individual’s profile (personality, belief system and demographic data).

The findings highlight the importance of incorporating emotion-based variables as model input in predicting the influence of textual statements with embedded persuasion techniques. Across all investigated models, the influence effect could be predicted with an accuracy ranging 53%–70%, indicating the importance of testing multiple ML algorithms in the development of a persuasive communication (PC) system. The classification ability of models was highest when predicting the response to statements using rhetorical devices and flattery persuasion techniques. Contrastingly, techniques such as authority or social proof were less predictable. Adding DAS scale features improved model performance, suggesting they may be important in modelling persuasion.

In this study, the survey was limited to English-speaking countries and largely Western society values. More work is needed to ascertain the efficacy of models for other populations, cultures and languages. Most PC efforts are targeted at groups such as users, clients, shoppers and voters with this study in the communication context of education – further research is required to explore the capability of predictive ML models in other contexts. Finally, long self-reported psychological questionnaires may not be suitable for real-world deployment and could be subject to bias, thus a simpler method needs to be devised to gather user profile data such as using a subset of the most predictive features.

The findings of this study indicate that leveraging richer profiling data in conjunction with ML approaches may assist in the development of enhanced persuasive systems. There are many applications such as online apps, digital advertising, recommendation systems, chatbots and e-commerce platforms which can benefit from integrating persuasion communication systems that tailor messaging to the individual – potentially translating into higher economic returns.

This study integrates sets of features that have heretofore not been used together in developing ML-based predictive models of PC. DAS scale data, which relate to dysfunctional beliefs and cognitive vulnerabilities, were assessed for their importance in identifying effective persuasion techniques. Additionally, the work compares a range of persuasion techniques that thus far have only been studied separately. This study also demonstrates the application of various ML methods in predicting the influence of linguistic styles/persuasion techniques within textual statements and show that a robust methodology comparing a range of ML algorithms is important in the discovery of a performant model.

Given the importance of third-party endorsements as external cues during purchase evaluations, the manipulation of endorsements may raise consumers’ suspicion and thereby reduce the effectiveness of marketing messages. Consumers find it increasingly difficult to distinguish between authentic and biased brand reviews. This research conducts two experiments regarding brand rankings of third-parties in four industries. Study 1 aims to probes the interaction effect of persuasion knowledge and fairness of rating method (fair vs. unfair) on brand rankings’ credibility and brand image enhancement. Study 2 examines the interplay of dispositional persuasion knowledge and reputation of third parties (high vs. low).

This research builds on an analysis of data (Study 1, N = 122; Study 2, N = 123) from Taiwan, where brand rankings held by third-party organizations are regular. The hypotheses were tested using SPSS’s PROCESS macro.

Drawing on previous research of persuasion knowledge, the authors find that a fair rating method and a high reputation of third-party organization can mitigate the negative effect of persuasion knowledge.

The results of this research suggest that marketers need to manage third-party endorsements carefully. Consumer skepticism toward these endorsements (e.g. third-party’s brand rankings) can be weakened when persuasion attempt is considered appropriate.

This is one of the first efforts to empirically explore the influences of persuasion knowledge on third-party endorsements. The importance of this work is underscored by the fact that a growing number of third-party endorsements are sponsored or even manipulated by brand owners.

Virtual assistants are increasingly used for persuasive purposes, employing the different modalities of voice and text (or a combination of the two). In this study, the authors compare the persuasiveness of voice-and text-based virtual assistants. The authors argue for perceived human-likeness and cognitive load as underlying mechanisms that can explain why voice- and text-based assistants differ in their persuasive potential by suppressing the activation of consumers' persuasion knowledge.

A pre-registered online-experiment (n = 450) implemented a text-based and two voice-based (with and without interaction history displayed in text) virtual assistants.

Findings show that, contrary to expectations, a text-based assistant is perceived as more human-like compared to a voice-based assistant (regardless of whether the interaction history is displayed), which in turn positively influences brand attitudes and purchase intention. The authors also find that voice as a communication modality can increase persuasion knowledge by being cognitively more demanding in comparison to text.

Simply using voice as a presumably human cue might not suffice to give virtual assistants a human-like appeal. For the development of virtual assistants, it might be beneficial to actively engage consumers to increase awareness of persuasion.

The current study adds to the emergent research stream considering virtual assistants in explicitly exploring modality differences between voice and text (and a combination of the two) and provides insights into the effects of persuasion coming from virtual assistants.

The purpose of this paper is to examine the effects of offering customer decision authority on customer satisfaction in credence services, and the moderating effects of customer persuasion knowledge and service provider credibility.

A video-based experiment is conducted to achieve high similarity to real service encounters. The video comprises three levels of customer authority while service provider credibility is manipulated. In a subsequent questionnaire, customer response and customer persuasion knowledge are measured.

Results suggest that greater decision authority increases customer satisfaction. However, customer persuasion knowledge and provider credibility together were found to moderate these effects. Offering decision autonomy is most important when source credibility is low and persuasion knowledge is high.

The study setting is an initial healthcare encounter. Other service settings and service provider communication behaviors, such as empathy, responding to customer queries, and length of encounter are not considered in this study but should be further studied.

The study confirms that offering decision authority to customers increases satisfaction only under certain circumstances. Customers are willing to relinquish authority to credible service providers who then direct customer decisions in order to maintain service quality. Offering decision autonomy to customers is suggested when provider credibility is low and customer persuasion knowledge is high.

Analysis of credence service encounters is based on agency theory. Specifically, this study highlights the role of customer (principal) persuasion knowledge, which acts as a qualifier for the principal-agent problem because it alerts the customer to possible persuasion attempts by the service provider, whereas agent credibility eases customer suspicion.

This paper aims to consider whether ethical persuasion can be part of public relations practice.

The paper contends that the critical issue for practitioners is not whether they engage in persuasion, but whether they do so ethically. Accordingly, a definition of ethical persuasion is derived by examining unethical propaganda. The paper then considers what standard might be used to assess the ethics of persuasion. The notion of “the public interest” – ubiquitously linked to ethical practice in public relations – is considered but found to be too elusive to guide the practice individual practitioners. Other more assessable standards are identified, as is a guiding approach to ethics. The approach to ethics adopted in this paper is rule utilitarianism. The methodology of this paper is deductive and derivative analysis, argument and synthesis, drawn from a broad body of literature.

Persuasion can be ethical, and a definition of ethical persuasion is proffered. The public interest is not a standard that individual practitioners can determine, decide, know, or apply to assess the ethics of their practice. Ethical persuasion can, however, be assessed using other standards, discussed in the paper. Consequently, a set of criteria and standards to practicing ethical persuasion is developed.

The paper does not extend into a discussion of practical persuasive techniques. Therefore, an extension of this examination could consider a thorough assessment of the ethics of practical persuasive communication techniques.

Directly relevant to the daily work of public relations practitioners, communicators, adertisers and marketers, who are interested in acting ethically. The paper provide a basis for a guide to assessing the ethics of persuasive practice.

This paper confronts both the question of whether practitioners can use the notion of the public interest to assess the ethics of practice, and also what constitutes ethical (and unethical) persuasion, and considers how persuation can be used ethically.

This study aims to examine the extent to which board size, the use of power by venture capital investors and entrepreneurs’ interpersonal tactics such as persuasion to sway board decisions, influence the long-term survival of start-ups.

This study used a mixed-methods approach. The quantitative part is based on data collected from 179 chief executive officers (CEOs) of high-tech start-ups community financed by venture capitalists (VCs) in Israel of which 59 did not survive. To achieve a better understanding of these findings, semi-structured interviews with 12 entrepreneurs were conducted.

Smaller boards were positively associated with venture survival. The use of power by VC investors positively influenced start-up survival. CEO persuasion had a negative effect on venture survival; however, its interaction with board size suggests that it had a lesser effect on very small boards.

Although investors’ control over decision-making contributes to long-term survival, entrepreneurs should be aware of the possible detrimental effects of exercising a high level of persuasion in board processes. The findings also suggest that a small board size is preferable for start-up survival.

Exploring the effect of board processes on venture survival is considered complex. A unique sample of high-technology start-ups consisting of both surviving and failed start-ups was analyzed to explore the effects of persuasion and power in board processes.

The purpose of this paper is to evaluate the differential effects of help-seeking and product-claim direct-to-consumer advertising (DTCA) on consumers’ attitude toward the ad, intention to seek information and intention to see a doctor. This paper also seeks to examine the underlying mechanism of these effects and the moderating role of advertising literacy.

An online experiment was conducted with 130 adults who experienced narcolepsy symptoms and experimental stimuli promoting a fictitious drug for narcolepsy.

Help-seeking DTCA generated lower persuasion knowledge activation than product-claim DTCA, resulting in lower skepticism, more favorable attitude toward the ad and higher behavioral intentions. The effects of ad type were stronger among consumers with higher advertising literacy.

This is the first study that provides a thorough examination of the underlying mechanism of the differential effects of help-seeking vs product-claim DTCA as well as the roles of consumers’ advertising literacy on ad outcomes.

This paper aims to investigate whether a message from a brand with stronger brand equity generates more trust than a message from a brand with lower brand equity, and thus is more likely to encourage consumers to write online reviews. This paper also explores what happens when consumers become aware that brands are trying to persuade them to write a review.

Through three experimental studies, where participants were randomly assigned to a brand that has either a stronger or weaker brand equity, participants’ intention to write reviews was measured. Trust in the message was measured to study its mediating role, and persuasion knowledge of the participants was manipulated to investigate its moderating effect.

The findings confirm that consumers are more likely to write online reviews when a message comes from a brand that has stronger brand equity, trust in the message mediates the relationship between brand equity and consumer intention to write an online review, and persuasion knowledge has a differential effect on consumer intention to write reviews.

The study adds to the brand equity and online review literature by providing evidence that a higher level of consumer trust on brands that have stronger brand equity leads to an increased intention to write a review for the brand. It also shows that consumers’ awareness of the motive of the brand is more beneficial for brands with strong brand equity, contributing to persuasion knowledge literature.