Persuasion Knowledge Model Reimagined

Persuasion knowledge (PK) refers to individuals’ ability to identify and resist outside agents’ purposeful manipulation attempts (Friestad & Wright, 1994). This article investigates the factors that influence consumers’ propensity to acquire new knowledge and their ability to use their existing knowledge to protect themselves from marketers’ persuasion attempts.


Vahid Rahmani, Elika Kordrostami, and John Ford (2020) ,"Persuasion Knowledge Model Reimagined", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 648-648.


Vahid Rahmani, Rowan University, USA
Elika Kordrostami, Rowan University, USA
John Ford, Old Dominion University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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