Smartphone Users' Persuasion Knowledge in the Context of Consumer mHealth Apps: Qualitative Study.

Abstract

Persuasion knowledge, commonly referred to as advertising literacy, is a cognitive dimension that embraces recognition of advertising, its source and audience, and understanding of advertisers' persuasive and selling intents as well as tactics. There is little understanding of users' awareness of organizations that develop or sponsor mobile health (mHealth) apps, especially in light of personal data privacy. Persuasion knowledge or recognition of a supporting organization's presence, characteristics, competencies, intents, and persuasion tactics are crucial to investigate because app users have the right to know about entities that support apps and make informed decisions about app usage. The abundance of free consumer mHealth apps, especially those in the area of fitness, often makes it difficult for users to identify apps' dual purposes, which may be related to not only helping the public manage health but also promoting the supporting organization itself and collecting users' information for further consumer targeting by third parties.