How to Measure Persuasion Knowledge

By Chang-Dae Ham, Michelle R. Nelson, S. Das. 2015

210 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/502b59a8d3740d8958d89f4390e2494221e50838

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Citations in the corpus

“This Post is Sponsored” Effects of Sponsorship Disclosure on Persuasion Knowledge and Electronic Word of Mouth in the Context of Facebook (2017, methodology): “Similar one-item measures have been used in earlier studies to estimate consumers' ability to recognize advertising (Boerman, Van Reijmersdal, and Neijens 2012; Ham, Nelson, and Das 2015).”
Newsfeed native advertising on Facebook: young millennials’ knowledge, pet peeves, reactance and ad avoidance (2019, background): “The PKM offers a valuable framework for explaining how consumers assess, react to and cope with persuasive attempts (Friestad and Wright 1994; Ham et al. 2015).”
Development of the Persuasion Knowledge Scales of Sponsored Content (PKS-SC) (2018, methodology): “The extensive review of research by Ham, Nelson, and Das (2015) adds to these insights on the conceptualization of persuasion knowledge by showing that in the advertising literature, persuasion knowledge has been conceptualized, operationalized, and measured in various ways.”
The Covert Advertising Recognition and Effects (CARE) model: Processes of persuasion in native advertising and other masked formats (2020, background): “To date, a variety of measures have been used to measure advertising recognition (Tutaj and van Reijmersdal 2012; Wojdynski and Evans 2016) or overlapping concepts such as state conceptual persuasion knowledge (Boerman, van Reijmersdal, Rozendaal and Dima 2018; Ham et al. 2015).”
Parenting “YouTube Natives”: The Impact of Pre-Roll Advertising and Text Disclosures on Parental Responses to Sponsored Child Influencer Videos (2018, background): “…to rate their agreement with “I thought that the YouTube video was advertising” on a 1 (Strongly disagree) to 7 (Strongly agree) scale (M¼ 5.93, SD¼ 1.21) (see Boerman, van Reijmersdal, and Neijens 2012, 2015; Boerman, Willemsen, and Van Der Aa 2017; Evans et al. 2017; Ham, Nelson, and Das 2015).”
Product placement disclosures: Exploring the moderating effect of placement frequency on brand responses via persuasion knowledge (2016, background): “The primary goal of placement disclosures is to discourage deception by activating ‘persuasion knowledge’ (Cain 2011; Ham, Nelson, and Das 2015; Tessitore and Geuens 2013), which refers to consumers’ understanding of persuasion tactics and their knowledge of how to cope with persuasive attempts…”