المعارف الإقناعية للمستهلك لصد المحاولات الإقناعية للمعلن و البائع

Abstract EN

This article examines a subject that made a revolution in models and theories of persuasion between the circles of scholars and researchers of consumer behavior.

These models and theories did not display the knowledge of the latter of persuasion, ignoring his ability and skills in interpreting the behavior of sellers and advertisers.

To counter this, this article came to highlight different issues raised by the persuasive knowledge of the consumer, it revealed persuasive knowledge model (PKM) by Friestad and Wright, 1994.

The results obtained allowed us to understand the way the consumer uses and develops persuasive knowledge to face persuasion attempts issued by the advertiser / seller.

Furthermore, it has shown the role of the persuasive knowledge in the consumer self -control exercise, in order to avoid the pressures exercised by the advertiser/seller through persuasive attempts and to respond effectively to achieve its own objectives by adopting the most appropriate strategies.