An Action-Based Theory of Persuasion in Marketing

This paper advances a theory of persuasion in marketing based on behavioral (rather than attitudinal) change. It considers fundamental conceptual issues, comparisons with other theories of persuasion, potential for marketing applications, and suggestions for future research.

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Bibliographic Details
Published in:Journal of marketing theory and practice 1999-07, Vol.7 (3), p.27-40
Main Authors: Funkhouser, G. Ray, Parker, Richard
Format: Article
Language:English
Subjects:
Advertising research
Attitude change
Attitudes
Audiences
Automobiles
Behavioral decision theory
Conceptual Articles
Consumer behavior
Consumer research
Decision making
Decision theory
Marketing
Persuasion
Problem solving
Psychological attitudes
Studies
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Description
Summary:This paper advances a theory of persuasion in marketing based on behavioral (rather than attitudinal) change. It considers fundamental conceptual issues, comparisons with other theories of persuasion, potential for marketing applications, and suggestions for future research.
ISSN:1069-6679
1944-7175
DOI:10.1080/10696679.1999.11501838