Beyond Skepticism: Can Accessing Persuasion Knowledge Bolster Credibility

Mathew S. Isaac, Kent A Grayson

Research output: Working paper

Abstract

Most persuasion knowledge research has shown that persuasion knowledge access is associated with skepticism. In contrast, we demonstrate that persuasion knowledge access can lead to greater credibility (rather than skepticism), and that high (vs. low) persuasion knowledge access can sometimes bolster evaluations of a persuasive agent and its offering.
Original languageEnglish (US)
PublisherAdvances in Consumer Research
Pages570-571
Number of pages1
Volume43
StatePublished - 2015

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