Persuasion Knowledge Model

Paper: “Consumers’ Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent” Main Topic or Phenomenon This paper examines when and how consumers use their persuasion knowledge to evaluate influence agents (particularly salespeople) in interpersonal selling contexts.

Paper: “The Persuasion Knowledge Model: How People Cope with Persuasion Attempts” Main Topic or Phenomenon This paper addresses how consumers develop and use knowledge about persuasion tactics to cope with marketing influence attempts.