Consumers Prefer System 2 Marketing Tactics: Dual Process Intuitions: Consumers’ Beliefs about Persuasion Processing Drive Morality of Marketing Communication

Zarema Khon; Yvetta Simonyan; Haiming Hang; Yi-Ju Chen; Samuel G. B.  Johnson

Consumers Prefer System 2 Marketing Tactics: Dual Process Intuitions: Consumers’ Beliefs about Persuasion Processing Drive Morality of Marketing Communication

Zarema Khon, Yvetta Simonyan, Haiming Hang, Yi-Ju Chen, Samuel G. B. Johnson

University of Bath

Research output: Contribution to conference › Paper › peer-review

Abstract

Not every form of marketing persuasion is considered manipulative. How
do consumers decide whether persuasion is morally acceptable or not?
In three studies, we test the hypotheses that moral evaluation of
persuasion depends on individuals’ beliefs about information
processing—Dual Process Intuitions: (i) If people think persuasion is
processed fast and without much effort (that is, by system 1), they will
consider it more immoral than persuasion thought to be processed more
slowly and with much effort (that is, by system 2). This is because (ii)
people will find system 1 processing more automatic than system 2
processing. Since system 2 persuasion will be seen as more morally
acceptable, (iii) there will be a larger effect of system 2 persuasion on
attitude change than that of system 1 (although both system 1 and
system 2 persuasion can lead to a positive attitude change). (See
conceptual framework on the right.)

Original language	English
Publication status	Published - 11 Feb 2022
Event	Society of Judgement and Decision Making - Virtual, USA United States Duration: 9 Feb 2022 → 12 Feb 2022 Conference number: 42 https://sjdm.org/programs/2021-program.pdf

Conference

Conference	Society of Judgement and Decision Making
Abbreviated title	SJDM
Country/Territory	USA United States
Period	9/02/22 → 12/02/22
Internet address	https://sjdm.org/programs/2021-program.pdf

Persuasion ethics: Ethical evaluations of marketing communications
Khon, Z. (PI), Simonyan, Y. (PI), Hang, H. (PI), Chen, Y.-J. (CoPI) & Johnson, S. (PI)
1/09/20 → …
Project: Other

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Consumers Prefer System 2 Marketing Tactics: Dual Process Intuitions: Consumers’ Beliefs about Persuasion Processing Drive Morality of Marketing Communication. / Khon, Zarema; Simonyan, Yvetta ; Hang, Haiming et al.
2022. Paper presented at Society of Judgement and Decision Making, USA United States.

Research output: Contribution to conference › Paper › peer-review

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title = "Consumers Prefer System 2 Marketing Tactics: Dual Process Intuitions: Consumers{\textquoteright} Beliefs about Persuasion Processing Drive Morality of Marketing Communication",

abstract = "Not every form of marketing persuasion is considered manipulative. Howdo consumers decide whether persuasion is morally acceptable or not?In three studies, we test the hypotheses that moral evaluation ofpersuasion depends on individuals{\textquoteright} beliefs about informationprocessing—Dual Process Intuitions: (i) If people think persuasion isprocessed fast and without much effort (that is, by system 1), they willconsider it more immoral than persuasion thought to be processed moreslowly and with much effort (that is, by system 2). This is because (ii)people will find system 1 processing more automatic than system 2processing. Since system 2 persuasion will be seen as more morallyacceptable, (iii) there will be a larger effect of system 2 persuasion onattitude change than that of system 1 (although both system 1 andsystem 2 persuasion can lead to a positive attitude change). (Seeconceptual framework on the right.)",

author = "Zarema Khon and Yvetta Simonyan and Haiming Hang and Yi-Ju Chen and Johnson, {Samuel G. B.}",

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T1 - Consumers Prefer System 2 Marketing Tactics

T2 - Society of Judgement and Decision Making

AU - Khon, Zarema

AU - Simonyan, Yvetta

AU - Hang, Haiming

AU - Chen, Yi-Ju

AU - Johnson, Samuel G. B.

N1 - Conference code: 42

PY - 2022/2/11

Y1 - 2022/2/11

N2 - Not every form of marketing persuasion is considered manipulative. Howdo consumers decide whether persuasion is morally acceptable or not?In three studies, we test the hypotheses that moral evaluation ofpersuasion depends on individuals’ beliefs about informationprocessing—Dual Process Intuitions: (i) If people think persuasion isprocessed fast and without much effort (that is, by system 1), they willconsider it more immoral than persuasion thought to be processed moreslowly and with much effort (that is, by system 2). This is because (ii)people will find system 1 processing more automatic than system 2processing. Since system 2 persuasion will be seen as more morallyacceptable, (iii) there will be a larger effect of system 2 persuasion onattitude change than that of system 1 (although both system 1 andsystem 2 persuasion can lead to a positive attitude change). (Seeconceptual framework on the right.)

AB - Not every form of marketing persuasion is considered manipulative. Howdo consumers decide whether persuasion is morally acceptable or not?In three studies, we test the hypotheses that moral evaluation ofpersuasion depends on individuals’ beliefs about informationprocessing—Dual Process Intuitions: (i) If people think persuasion isprocessed fast and without much effort (that is, by system 1), they willconsider it more immoral than persuasion thought to be processed moreslowly and with much effort (that is, by system 2). This is because (ii)people will find system 1 processing more automatic than system 2processing. Since system 2 persuasion will be seen as more morallyacceptable, (iii) there will be a larger effect of system 2 persuasion onattitude change than that of system 1 (although both system 1 andsystem 2 persuasion can lead to a positive attitude change). (Seeconceptual framework on the right.)

M3 - Paper

Y2 - 9 February 2022 through 12 February 2022

ER -

Consumers Prefer System 2 Marketing Tactics: Dual Process Intuitions: Consumers’ Beliefs about Persuasion Processing Drive Morality of Marketing Communication

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Conference

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Persuasion ethics: Ethical evaluations of marketing communications

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