Persuasion Knowledge Theory
I confuse the persuasion theory with the persuasion knowledge theory. Are they the same? Will anybody help me?
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Jaap de Jonge
Editor, Netherlands
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Persuasion Knowledge Model
Of course we will help you 😃.
Persuasion Theory is a mass communication theory that deals with messages aimed at subtly changing the attitudes of receivers.
The PERSUASION KNOWLEDGE MODEL by Marian Friestad and Peter Wright is indeed something else. It is a personal persuasion and sales/marketing model.
Background: Every sales process, both online and face-to-face, is an attempt at persuasion. As a company you try to convince a customer to choose your service or product. Every attempt at persuasion is an interaction between the seller and the customer. Many theories of consumer behavior place a strong emphasis on achieving results, so what the SELLER must do to convince/persuade his customer. How the CUSTOMER is positioned in this process is often overlooked. For example, what does the customer know about the offered product? What does the customer know about the seller? And finally, does the customer have any knowledge of persuasion knowledge?
Yet, these three forms of knowledge are certainly important for how successful a persuasion attempt will be. These 3 forms of knowledge are described in the Persuasion Knowledge model.
According to the persuasion knowledge theory, three types of knowledge play a crucial role in the persuasion process:
- TOPIC (PRODUCT) KNOWLEDGE: Knowledge of the seller and the customer about the offered product.
- SALESPERSON / CUSTOMER KNOWLEDGE: Knowledge of the customer about the seller, and vice versa.
- PERSUASION KNOWLEDGE: Knowledge about the ways of persuasion.
In this, the seller usually starts with a persuasion attempt, based on the 3 above three forms of knowledge. So: "What does my product offer?", "What do I know about this customer?" and "How can I convince this customer?".
The customer, in turn, determines a strategy (based also on these three forms of knowledge) how to deal with the attempted persuasion. So: "What does the product offer?", "What do I know about the seller?" and "How does the seller try to convince me?".
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