Beyond Skepticism: Can Accessing Persuasion Knowledge Bolster Credibility

Mathew S. Isaac; Kent A Grayson

Beyond Skepticism: Can Accessing Persuasion Knowledge Bolster Credibility

Marketing

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 language	English (US)
Publisher	Advances in Consumer Research
Pages	570-571
Number of pages	1
Volume	43
State	Published - 2015

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Beyond Skepticism: Can Accessing Persuasion Knowledge Bolster Credibility

Abstract

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