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Jelen tanulmány célja a közgazdaságtan és a fogyasztói magatartás vizsgálatában népszerű konstruktum, a meggyőzési tudatosság bemutatása a pszichológiai alkalmazás ösztönzése érdekében. A komplex konstruktum definiálása mellett vázoljuk a pszichológiai meggyőzési modelleket kiegészítő meggyőzési tudatosság modellt (Friestad és Wright, 1994). A tanulmányban a meggyőzési tudatosság fejlődésére, a különböző személyiségjellemzőkkel való kapcsolatára, a fejleszthetőségére és a mérési lehetőségeire is kitérünk. A meggyőzési tudatosság figyelembevétele a pszichológiai vizsgálatok során számos lehetőséget tartogat, hasznosságát empirikus kutatások összefoglalásával is demonstráljuk.

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