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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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 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.
doi_str_mv 10.1080/10696679.1999.11501838
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source Business Source Ultimate【Trial: -2024/12/31】【Remote access available】; Taylor & Francis; ABI/INFORM Global; JSTOR Archival Journals
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
title An Action-Based Theory of Persuasion in Marketing
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