A bartender, a brand rep and a customer walk into a bar : an exploration of the expert middleperson in the Persuasion Knowledge Model

This research explores the relationship between liquor brand representatives and bartenders, its effects on the bartenders’ profession and subsequent theoretical implications from a Persuasion Knowledge Model perspective. Seven senior craft cocktail bartenders who act as both ‘agent’ and ‘target’ in...
Ausführliche Beschreibung

Gespeichert in:

Autor*in:	Wagn, Lauren [verfasserIn] Penner, Sara [verfasserIn]

Format:	E-Artikel
Sprache:	Englisch

Erschienen:	2024

Rechteinformationen:	Open Access Namensnennung 4.0 International ; CC BY 4.0

Schlagwörter:	Persuasion persuasion knowledge model service industry consumer behaviour

Übergeordnetes Werk:	Enthalten in: Cogent business & management - London : Taylor & Francis, 2014, 11(2024), 1, Artikel-ID 2340120, Seite 1-14
Übergeordnetes Werk:	volume:11 ; year:2024 ; number:1 ; elocationid:2340120 ; pages:1-14

Links:	Link aufrufen Link aufrufen

DOI / URN:	10.1080/23311975.2024.2340120

Katalog-ID:	188716670X

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allfields	10.1080/23311975.2024.2340120 doi (DE-627)188716670X (DE-599)KXP188716670X DE-627 ger DE-627 rda eng Wagn, Lauren verfasserin aut A bartender, a brand rep and a customer walk into a bar an exploration of the expert middleperson in the Persuasion Knowledge Model Lauren Wagn and Sara Penner 2024 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier DE-206 Open Access Controlled Vocabulary for Access Rights http://purl.org/coar/access_right/c_abf2 This research explores the relationship between liquor brand representatives and bartenders, its effects on the bartenders’ profession and subsequent theoretical implications from a Persuasion Knowledge Model perspective. Seven senior craft cocktail bartenders who act as both ‘agent’ and ‘target’ in the sale of alcohol were interviewed. As the ‘target’, they work with brand representatives who try to persuade them to purchase the brand’s product(s) for resale. As the ‘agent’, they then persuade their customers to purchase products. This study uses a grounded theory approach with a thematic analysis to examine the experiences of craft cocktail bartenders. Four themes emerged that were categorized as (1) passion, (2) purism, (3) storytelling and (4) personal branding. Findings were put into the Persuasion Knowledge Model, adding depth to our understanding of the model when someone with high topic, agent, and persuasion knowledge is both an ‘agent’ and a ‘target’. Results showed: bartenders’ high knowledge (topic, agent and persuasion) leads to both skepticism or trust in the brand representatives, depending on the level of knowledge the brand representative displays and whether or not that satisfies the bartender’s expectations; when a ‘target’ is an expert, ‘agent’ attitude is second to topic knowledge; bartenders use the same persuasion attempts as the ‘agent’ that are effective on them as the ‘target’; when bartenders felt validated, this aided in persuasion; when ‘targets’ are passionate, they respond more favourably to ‘agents’ they perceive as passionate; bartenders actively seek topic knowledge through internal motivations; and bartenders’ passion informs their persuasion attempts. DE-206 Namensnennung 4.0 International CC BY 4.0 cc https://creativecommons.org/licenses/by/4.0/ Persuasion (dpeaa)DE-206 persuasion knowledge model (dpeaa)DE-206 service industry (dpeaa)DE-206 consumer behaviour (dpeaa)DE-206 Penner, Sara verfasserin aut Enthalten in Cogent business & management London : Taylor & Francis, 2014 11(2024), 1, Artikel-ID 2340120, Seite 1-14 Online-Ressource (DE-627)837953715 (DE-600)2837523-3 (DE-576)446658456 2331-1975 nnns volume:11 year:2024 number:1 elocationid:2340120 pages:1-14 https://www.tandfonline.com/doi/pdf/10.1080/23311975.2024.2340120?download=true Verlag kostenfrei https://doi.org/10.1080/23311975.2024.2340120 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2009 GBV_ILN_2014 GBV_ILN_2034 GBV_ILN_2055 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 11 2024 1 2340120 1-14 26 01 0206 4516700921 x1z 26-04-24 2403 01 DE-LFER 4521583016 00 --%%-- --%%-- n --%%-- l01 08-05-24 2403 01 DE-LFER https://doi.org/10.1080/23311975.2024.2340120 2403 01 DE-LFER https://www.tandfonline.com/doi/pdf/10.1080/23311975.2024.2340120?download=true
spelling	10.1080/23311975.2024.2340120 doi (DE-627)188716670X (DE-599)KXP188716670X DE-627 ger DE-627 rda eng Wagn, Lauren verfasserin aut A bartender, a brand rep and a customer walk into a bar an exploration of the expert middleperson in the Persuasion Knowledge Model Lauren Wagn and Sara Penner 2024 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier DE-206 Open Access Controlled Vocabulary for Access Rights http://purl.org/coar/access_right/c_abf2 This research explores the relationship between liquor brand representatives and bartenders, its effects on the bartenders’ profession and subsequent theoretical implications from a Persuasion Knowledge Model perspective. Seven senior craft cocktail bartenders who act as both ‘agent’ and ‘target’ in the sale of alcohol were interviewed. As the ‘target’, they work with brand representatives who try to persuade them to purchase the brand’s product(s) for resale. As the ‘agent’, they then persuade their customers to purchase products. This study uses a grounded theory approach with a thematic analysis to examine the experiences of craft cocktail bartenders. Four themes emerged that were categorized as (1) passion, (2) purism, (3) storytelling and (4) personal branding. Findings were put into the Persuasion Knowledge Model, adding depth to our understanding of the model when someone with high topic, agent, and persuasion knowledge is both an ‘agent’ and a ‘target’. Results showed: bartenders’ high knowledge (topic, agent and persuasion) leads to both skepticism or trust in the brand representatives, depending on the level of knowledge the brand representative displays and whether or not that satisfies the bartender’s expectations; when a ‘target’ is an expert, ‘agent’ attitude is second to topic knowledge; bartenders use the same persuasion attempts as the ‘agent’ that are effective on them as the ‘target’; when bartenders felt validated, this aided in persuasion; when ‘targets’ are passionate, they respond more favourably to ‘agents’ they perceive as passionate; bartenders actively seek topic knowledge through internal motivations; and bartenders’ passion informs their persuasion attempts. DE-206 Namensnennung 4.0 International CC BY 4.0 cc https://creativecommons.org/licenses/by/4.0/ Persuasion (dpeaa)DE-206 persuasion knowledge model (dpeaa)DE-206 service industry (dpeaa)DE-206 consumer behaviour (dpeaa)DE-206 Penner, Sara verfasserin aut Enthalten in Cogent business & management London : Taylor & Francis, 2014 11(2024), 1, Artikel-ID 2340120, Seite 1-14 Online-Ressource (DE-627)837953715 (DE-600)2837523-3 (DE-576)446658456 2331-1975 nnns volume:11 year:2024 number:1 elocationid:2340120 pages:1-14 https://www.tandfonline.com/doi/pdf/10.1080/23311975.2024.2340120?download=true Verlag kostenfrei https://doi.org/10.1080/23311975.2024.2340120 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2009 GBV_ILN_2014 GBV_ILN_2034 GBV_ILN_2055 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 11 2024 1 2340120 1-14 26 01 0206 4516700921 x1z 26-04-24 2403 01 DE-LFER 4521583016 00 --%%-- --%%-- n --%%-- l01 08-05-24 2403 01 DE-LFER https://doi.org/10.1080/23311975.2024.2340120 2403 01 DE-LFER https://www.tandfonline.com/doi/pdf/10.1080/23311975.2024.2340120?download=true
allfields_unstemmed	10.1080/23311975.2024.2340120 doi (DE-627)188716670X (DE-599)KXP188716670X DE-627 ger DE-627 rda eng Wagn, Lauren verfasserin aut A bartender, a brand rep and a customer walk into a bar an exploration of the expert middleperson in the Persuasion Knowledge Model Lauren Wagn and Sara Penner 2024 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier DE-206 Open Access Controlled Vocabulary for Access Rights http://purl.org/coar/access_right/c_abf2 This research explores the relationship between liquor brand representatives and bartenders, its effects on the bartenders’ profession and subsequent theoretical implications from a Persuasion Knowledge Model perspective. Seven senior craft cocktail bartenders who act as both ‘agent’ and ‘target’ in the sale of alcohol were interviewed. As the ‘target’, they work with brand representatives who try to persuade them to purchase the brand’s product(s) for resale. As the ‘agent’, they then persuade their customers to purchase products. This study uses a grounded theory approach with a thematic analysis to examine the experiences of craft cocktail bartenders. Four themes emerged that were categorized as (1) passion, (2) purism, (3) storytelling and (4) personal branding. Findings were put into the Persuasion Knowledge Model, adding depth to our understanding of the model when someone with high topic, agent, and persuasion knowledge is both an ‘agent’ and a ‘target’. Results showed: bartenders’ high knowledge (topic, agent and persuasion) leads to both skepticism or trust in the brand representatives, depending on the level of knowledge the brand representative displays and whether or not that satisfies the bartender’s expectations; when a ‘target’ is an expert, ‘agent’ attitude is second to topic knowledge; bartenders use the same persuasion attempts as the ‘agent’ that are effective on them as the ‘target’; when bartenders felt validated, this aided in persuasion; when ‘targets’ are passionate, they respond more favourably to ‘agents’ they perceive as passionate; bartenders actively seek topic knowledge through internal motivations; and bartenders’ passion informs their persuasion attempts. DE-206 Namensnennung 4.0 International CC BY 4.0 cc https://creativecommons.org/licenses/by/4.0/ Persuasion (dpeaa)DE-206 persuasion knowledge model (dpeaa)DE-206 service industry (dpeaa)DE-206 consumer behaviour (dpeaa)DE-206 Penner, Sara verfasserin aut Enthalten in Cogent business & management London : Taylor & Francis, 2014 11(2024), 1, Artikel-ID 2340120, Seite 1-14 Online-Ressource (DE-627)837953715 (DE-600)2837523-3 (DE-576)446658456 2331-1975 nnns volume:11 year:2024 number:1 elocationid:2340120 pages:1-14 https://www.tandfonline.com/doi/pdf/10.1080/23311975.2024.2340120?download=true Verlag kostenfrei https://doi.org/10.1080/23311975.2024.2340120 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2009 GBV_ILN_2014 GBV_ILN_2034 GBV_ILN_2055 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 11 2024 1 2340120 1-14 26 01 0206 4516700921 x1z 26-04-24 2403 01 DE-LFER 4521583016 00 --%%-- --%%-- n --%%-- l01 08-05-24 2403 01 DE-LFER https://doi.org/10.1080/23311975.2024.2340120 2403 01 DE-LFER https://www.tandfonline.com/doi/pdf/10.1080/23311975.2024.2340120?download=true
allfieldsGer	10.1080/23311975.2024.2340120 doi (DE-627)188716670X (DE-599)KXP188716670X DE-627 ger DE-627 rda eng Wagn, Lauren verfasserin aut A bartender, a brand rep and a customer walk into a bar an exploration of the expert middleperson in the Persuasion Knowledge Model Lauren Wagn and Sara Penner 2024 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier DE-206 Open Access Controlled Vocabulary for Access Rights http://purl.org/coar/access_right/c_abf2 This research explores the relationship between liquor brand representatives and bartenders, its effects on the bartenders’ profession and subsequent theoretical implications from a Persuasion Knowledge Model perspective. Seven senior craft cocktail bartenders who act as both ‘agent’ and ‘target’ in the sale of alcohol were interviewed. As the ‘target’, they work with brand representatives who try to persuade them to purchase the brand’s product(s) for resale. As the ‘agent’, they then persuade their customers to purchase products. This study uses a grounded theory approach with a thematic analysis to examine the experiences of craft cocktail bartenders. Four themes emerged that were categorized as (1) passion, (2) purism, (3) storytelling and (4) personal branding. Findings were put into the Persuasion Knowledge Model, adding depth to our understanding of the model when someone with high topic, agent, and persuasion knowledge is both an ‘agent’ and a ‘target’. Results showed: bartenders’ high knowledge (topic, agent and persuasion) leads to both skepticism or trust in the brand representatives, depending on the level of knowledge the brand representative displays and whether or not that satisfies the bartender’s expectations; when a ‘target’ is an expert, ‘agent’ attitude is second to topic knowledge; bartenders use the same persuasion attempts as the ‘agent’ that are effective on them as the ‘target’; when bartenders felt validated, this aided in persuasion; when ‘targets’ are passionate, they respond more favourably to ‘agents’ they perceive as passionate; bartenders actively seek topic knowledge through internal motivations; and bartenders’ passion informs their persuasion attempts. DE-206 Namensnennung 4.0 International CC BY 4.0 cc https://creativecommons.org/licenses/by/4.0/ Persuasion (dpeaa)DE-206 persuasion knowledge model (dpeaa)DE-206 service industry (dpeaa)DE-206 consumer behaviour (dpeaa)DE-206 Penner, Sara verfasserin aut Enthalten in Cogent business & management London : Taylor & Francis, 2014 11(2024), 1, Artikel-ID 2340120, Seite 1-14 Online-Ressource (DE-627)837953715 (DE-600)2837523-3 (DE-576)446658456 2331-1975 nnns volume:11 year:2024 number:1 elocationid:2340120 pages:1-14 https://www.tandfonline.com/doi/pdf/10.1080/23311975.2024.2340120?download=true Verlag kostenfrei https://doi.org/10.1080/23311975.2024.2340120 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2009 GBV_ILN_2014 GBV_ILN_2034 GBV_ILN_2055 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 11 2024 1 2340120 1-14 26 01 0206 4516700921 x1z 26-04-24 2403 01 DE-LFER 4521583016 00 --%%-- --%%-- n --%%-- l01 08-05-24 2403 01 DE-LFER https://doi.org/10.1080/23311975.2024.2340120 2403 01 DE-LFER https://www.tandfonline.com/doi/pdf/10.1080/23311975.2024.2340120?download=true
allfieldsSound	10.1080/23311975.2024.2340120 doi (DE-627)188716670X (DE-599)KXP188716670X DE-627 ger DE-627 rda eng Wagn, Lauren verfasserin aut A bartender, a brand rep and a customer walk into a bar an exploration of the expert middleperson in the Persuasion Knowledge Model Lauren Wagn and Sara Penner 2024 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier DE-206 Open Access Controlled Vocabulary for Access Rights http://purl.org/coar/access_right/c_abf2 This research explores the relationship between liquor brand representatives and bartenders, its effects on the bartenders’ profession and subsequent theoretical implications from a Persuasion Knowledge Model perspective. Seven senior craft cocktail bartenders who act as both ‘agent’ and ‘target’ in the sale of alcohol were interviewed. As the ‘target’, they work with brand representatives who try to persuade them to purchase the brand’s product(s) for resale. As the ‘agent’, they then persuade their customers to purchase products. This study uses a grounded theory approach with a thematic analysis to examine the experiences of craft cocktail bartenders. Four themes emerged that were categorized as (1) passion, (2) purism, (3) storytelling and (4) personal branding. Findings were put into the Persuasion Knowledge Model, adding depth to our understanding of the model when someone with high topic, agent, and persuasion knowledge is both an ‘agent’ and a ‘target’. Results showed: bartenders’ high knowledge (topic, agent and persuasion) leads to both skepticism or trust in the brand representatives, depending on the level of knowledge the brand representative displays and whether or not that satisfies the bartender’s expectations; when a ‘target’ is an expert, ‘agent’ attitude is second to topic knowledge; bartenders use the same persuasion attempts as the ‘agent’ that are effective on them as the ‘target’; when bartenders felt validated, this aided in persuasion; when ‘targets’ are passionate, they respond more favourably to ‘agents’ they perceive as passionate; bartenders actively seek topic knowledge through internal motivations; and bartenders’ passion informs their persuasion attempts. DE-206 Namensnennung 4.0 International CC BY 4.0 cc https://creativecommons.org/licenses/by/4.0/ Persuasion (dpeaa)DE-206 persuasion knowledge model (dpeaa)DE-206 service industry (dpeaa)DE-206 consumer behaviour (dpeaa)DE-206 Penner, Sara verfasserin aut Enthalten in Cogent business & management London : Taylor & Francis, 2014 11(2024), 1, Artikel-ID 2340120, Seite 1-14 Online-Ressource (DE-627)837953715 (DE-600)2837523-3 (DE-576)446658456 2331-1975 nnns volume:11 year:2024 number:1 elocationid:2340120 pages:1-14 https://www.tandfonline.com/doi/pdf/10.1080/23311975.2024.2340120?download=true Verlag kostenfrei https://doi.org/10.1080/23311975.2024.2340120 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2009 GBV_ILN_2014 GBV_ILN_2034 GBV_ILN_2055 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 11 2024 1 2340120 1-14 26 01 0206 4516700921 x1z 26-04-24 2403 01 DE-LFER 4521583016 00 --%%-- --%%-- n --%%-- l01 08-05-24 2403 01 DE-LFER https://doi.org/10.1080/23311975.2024.2340120 2403 01 DE-LFER https://www.tandfonline.com/doi/pdf/10.1080/23311975.2024.2340120?download=true
language	English
source	Enthalten in Cogent business & management 11(2024), 1, Artikel-ID 2340120, Seite 1-14 volume:11 year:2024 number:1 elocationid:2340120 pages:1-14
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topic_title	A bartender, a brand rep and a customer walk into a bar an exploration of the expert middleperson in the Persuasion Knowledge Model Lauren Wagn and Sara Penner Persuasion (dpeaa)DE-206 persuasion knowledge model (dpeaa)DE-206 service industry (dpeaa)DE-206 consumer behaviour (dpeaa)DE-206
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title_full	A bartender, a brand rep and a customer walk into a bar an exploration of the expert middleperson in the Persuasion Knowledge Model Lauren Wagn and Sara Penner
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title_sort	bartender, a brand rep and a customer walk into a baran exploration of the expert middleperson in the persuasion knowledge model
title_auth	A bartender, a brand rep and a customer walk into a bar an exploration of the expert middleperson in the Persuasion Knowledge Model
abstract	This research explores the relationship between liquor brand representatives and bartenders, its effects on the bartenders’ profession and subsequent theoretical implications from a Persuasion Knowledge Model perspective. Seven senior craft cocktail bartenders who act as both ‘agent’ and ‘target’ in the sale of alcohol were interviewed. As the ‘target’, they work with brand representatives who try to persuade them to purchase the brand’s product(s) for resale. As the ‘agent’, they then persuade their customers to purchase products. This study uses a grounded theory approach with a thematic analysis to examine the experiences of craft cocktail bartenders. Four themes emerged that were categorized as (1) passion, (2) purism, (3) storytelling and (4) personal branding. Findings were put into the Persuasion Knowledge Model, adding depth to our understanding of the model when someone with high topic, agent, and persuasion knowledge is both an ‘agent’ and a ‘target’. Results showed: bartenders’ high knowledge (topic, agent and persuasion) leads to both skepticism or trust in the brand representatives, depending on the level of knowledge the brand representative displays and whether or not that satisfies the bartender’s expectations; when a ‘target’ is an expert, ‘agent’ attitude is second to topic knowledge; bartenders use the same persuasion attempts as the ‘agent’ that are effective on them as the ‘target’; when bartenders felt validated, this aided in persuasion; when ‘targets’ are passionate, they respond more favourably to ‘agents’ they perceive as passionate; bartenders actively seek topic knowledge through internal motivations; and bartenders’ passion informs their persuasion attempts.
abstractGer	This research explores the relationship between liquor brand representatives and bartenders, its effects on the bartenders’ profession and subsequent theoretical implications from a Persuasion Knowledge Model perspective. Seven senior craft cocktail bartenders who act as both ‘agent’ and ‘target’ in the sale of alcohol were interviewed. As the ‘target’, they work with brand representatives who try to persuade them to purchase the brand’s product(s) for resale. As the ‘agent’, they then persuade their customers to purchase products. This study uses a grounded theory approach with a thematic analysis to examine the experiences of craft cocktail bartenders. Four themes emerged that were categorized as (1) passion, (2) purism, (3) storytelling and (4) personal branding. Findings were put into the Persuasion Knowledge Model, adding depth to our understanding of the model when someone with high topic, agent, and persuasion knowledge is both an ‘agent’ and a ‘target’. Results showed: bartenders’ high knowledge (topic, agent and persuasion) leads to both skepticism or trust in the brand representatives, depending on the level of knowledge the brand representative displays and whether or not that satisfies the bartender’s expectations; when a ‘target’ is an expert, ‘agent’ attitude is second to topic knowledge; bartenders use the same persuasion attempts as the ‘agent’ that are effective on them as the ‘target’; when bartenders felt validated, this aided in persuasion; when ‘targets’ are passionate, they respond more favourably to ‘agents’ they perceive as passionate; bartenders actively seek topic knowledge through internal motivations; and bartenders’ passion informs their persuasion attempts.
abstract_unstemmed	This research explores the relationship between liquor brand representatives and bartenders, its effects on the bartenders’ profession and subsequent theoretical implications from a Persuasion Knowledge Model perspective. Seven senior craft cocktail bartenders who act as both ‘agent’ and ‘target’ in the sale of alcohol were interviewed. As the ‘target’, they work with brand representatives who try to persuade them to purchase the brand’s product(s) for resale. As the ‘agent’, they then persuade their customers to purchase products. This study uses a grounded theory approach with a thematic analysis to examine the experiences of craft cocktail bartenders. Four themes emerged that were categorized as (1) passion, (2) purism, (3) storytelling and (4) personal branding. Findings were put into the Persuasion Knowledge Model, adding depth to our understanding of the model when someone with high topic, agent, and persuasion knowledge is both an ‘agent’ and a ‘target’. Results showed: bartenders’ high knowledge (topic, agent and persuasion) leads to both skepticism or trust in the brand representatives, depending on the level of knowledge the brand representative displays and whether or not that satisfies the bartender’s expectations; when a ‘target’ is an expert, ‘agent’ attitude is second to topic knowledge; bartenders use the same persuasion attempts as the ‘agent’ that are effective on them as the ‘target’; when bartenders felt validated, this aided in persuasion; when ‘targets’ are passionate, they respond more favourably to ‘agents’ they perceive as passionate; bartenders actively seek topic knowledge through internal motivations; and bartenders’ passion informs their persuasion attempts.
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title_short	A bartender, a brand rep and a customer walk into a bar
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A bartender, a brand rep and a customer walk into a bar : an exploration of the expert middleperson in the Persuasion Knowledge Model

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