Rethinking the Persuasion Knowledge Model: Schematic Antecedents and Associative Outcomes of Persuasion Knowledge Activation for Covert Advertising

By Nathaniel J. Evans, Dooyeon Park. 2015

117 citations recorded by the source corpus.

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

View Paper: https://www.semanticscholar.org/paper/be3fcd572c921d6727da6128ef8a2f9c64bfc849

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Citations in the corpus

Parenting “YouTube Natives”: The Impact of Pre-Roll Advertising and Text Disclosures on Parental Responses to Sponsored Child Influencer Videos (2018, background): “However, when consumers are presented with persuasion scenarios with which they have no previous experience, especially if it is distinctly different from or potentially confused with prior experience, they may not recognize the encounter as persuasive in nature (Evans and Park 2015).”
How sponsorship transparency mitigates negative effects of advertising recognition (2018, background): “In other words, does the dominant role the person is playing at the time, i.e. consumer or professional, influence the schema they activate when exposed to persuasive messages (Evans and Park 2015)?”
The Deceptiveness of Sponsored News Articles (2016, background): “Scholars have also postulated that persuasion knowledge activation may be related to the activation of advertising-specific schemata that helps consumers process a novel persuasive message in light of their past experiences with advertisements (Evans & Park, 2015).”
The Covert Advertising Recognition and Effects (CARE) model: Processes of persuasion in native advertising and other masked formats (2020, background): “The idea that activation of advertising schema guides how users choose to process and mediated messages is isomorphic with the PKM’s idea that users rely on past persuasive experiences to inform responses to new ones (Evans and Park 2015; Friestad and Wright 1994).”
Insights in adolescents’ advertising literacy, perceptions and responses regarding sponsored influencer videos and disclosures (2019, methodology): “Theory triangulation took place by using the original PKM (Friestad & Wright, 1994), but also extended and updated advertising literacy theories (Evans & Park, 2015; Hudders et al., 2017; Rozendaal, et al., 2011).”
The effects of disclosure format on native advertising recognition and audience perceptions of legacy and online news publishers (2020, background): “Because contemporary native advertising practices are continually evolving in presentation format, consumers may be unfamiliar with the cues (if present) that signify the presence of sponsored material, which in many cases consist solely of the presence of a statement or label stating that the conte”