Persuasion Research Paper

The scope of self-persuasion is not limited to the inhibition of undesired behavior, but it also extends to the facilitation of desired behavior, which considerably broadens the scope of this technique.Self-persuasion might be used as a marketing technique to influence consumers’ purchase behavior. This article is published under the Creative Commons Attribution (CC BY 3.0) licence.This might be particularly viable in situations in which consumers feel high involvement with products or behavior. Download as . Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original 43 publication and authors.

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The persuasion technique that makes use of this bias in favor of self-generated information is referred to as self-persuasion (Aronson, 2007).

For example, Müller (2009) demonstrated that self-persuasion is a more effective technique for inhibiting smoking behavior, compared to external persuasion attempts.

According to Mussweiler and Neumann (2000), people have the tendency to correct for information that is provided by an external source, whereas they fail to correct for the influence of self-generated information.

In other words, while people are able and likely to resist others’ persuasion attempts (Knowles and Linn, 2004), they fail to resist attempts of persuading themselves.

Rather than directly providing consumers with arguments or simply requesting them to change their behavior, indirect techniques are more subtle and unconscious.

Persuasion Research Paper

Examples are framing techniques (Gamliel and Herstein, 2012; Krishen , 2015), which is one of the major disadvantages of direct persuasion techniques (Aronson, 2007).Yet, insufficient knowledge is available about the efficacy of self-persuasion with regard to promoting other target behaviors. (2017), "Self-persuasion as marketing technique: the role of consumers’ involvement", European Journal of Marketing, Vol. Researchers and practitioners are eager to discover when and how persuasion is effective in influencing consumers.In particular, its potential as a marketing technique to influence consumers’ behavior and its boundary conditions are still understudied. More specifically, a substantial body of research in marketing and related fields is dedicated to indirect techniques of persuasion.Additionally, in a lab experiment, the moderating role of involvement on self-persuasion versus direct persuasion was tested.The results reveal that self-persuasion is more effective than direct persuasion attempts or no persuasive messages in increasing consumers’ generosity.This is moderated by consumers’ involvement with the target behavior.For consumers with high involvement, self-persuasion is more effective than direct persuasion, while no differences were found for consumers with moderate or low involvement.Thus, based on this research, it could be argued that for changing addictive behaviors, self-persuasion may be superior to communicating injunctive norms.It is unknown, however, whether this is also the case for behaviors that are less subject to injunctive norms (e.g.Based on these findings, self-persuasion should be the first choice when trying to influence someone, irrespective of the behavior we try to change.However, when it comes to smoking, drinking alcohol or exercise, most people are well-aware what they ought to be doing, often because of governmental campaigns that aim to promote a healthy lifestyle by communicating injunctive norms about health-related behavior.


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