Persuasion knowledge framework: Toward a comprehensive model of consumers’ persuasion knowledge

Synthesizing the latest findings of more than one hundred articles in the literature, the current paper presents an integrative, process-based framework entailing a dynamic view of consumers’ persuasion knowledge. Consequently, this paper offers a succinct summary of the status quo of the literature and sheds light on the underdeveloped areas that require further empirical investigation. Furthermore, this article identifies methodological problems (including priming and measurement issues) that have negatively impacted the persuasion knowledge literature and presents potential solutions to alleviate them. Finally, the theoretical and managerial implications of the developed model are discussed in the last section of the paper.