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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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