ABSTRACT
Within digital communication it has become more difficult for consumers to set boundaries for exposure to persuasion content and techniques. To empower consumers to critically deal with digital persuasion not only knowledge about persuasion tactics is needed, but also self-efficacy needs to be addressed to stimulate confidence in knowing how to control exposure to digital persuasion. This chapter combines several studies conducted within ASCoR’s Persuasive Communication group to underline our approach in empowering consumers to deal with persuasion by providing knowledge and enhancing self-efficacy.
