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...ssue of whether subjectivesknowledge should lead to higher or lower information search levels, extant researchsmanipulating subjective knowledge (Hadar, Sood & Fox, 2011; Park et al, 1988, See, 2009;s=-=Xu & Wyer, 2010-=-) hints toward a positive link between subjective knowledge and consumersself-confidence in their capacities. Subjective knowledge leads consumers to rely moresheavily on their inner resources (e.g., ...

Citation Context

...ssue of whether subjectivesknowledge should lead to higher or lower information search levels, extant researchsmanipulating subjective knowledge (Hadar, Sood & Fox, 2011; Park et al, 1988, See, 2009;s=-=Xu & Wyer, 2010-=-) hints toward a positive link between subjective knowledge and consumersself-confidence in their capacities. Subjective knowledge leads consumers to rely moresheavily on their inner resources (e.g., ...

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...asion attempts. For example, Friestad and Wright’s (1994) Persuasion Knowledge Model has been used to support claims that consumers “are generally skeptical of marketer’s efforts to persuade them” (Buell and Norton 2011, 1578), and that consumers “are automatically somewhat skeptical of advertising” (Dahlen 2005, 90). Authors have similarly argued that accessing persuasion knowledge “usually entails … skepticism toward advertising claims” (Kirmani and Zhu 2007, 689), raises consumers’ “cognitive defenses” (Russell 2002), and leads consumers “to question the credibility” of advertising claims (Xu and Wyer 2010). Previous research establishing this link between persuasion knowledge and skepticism has produced useful insights about how, when, and why consumers respond to persuasion attempts. Yet, past work has also tended to downplay or overlook an important aspect of the Persuasion Knowledge Model: According to Friestad and Wright (1994), the main function of persuasion knowledge is not primarily to foster skepticism when consumers realize they are the target of a persuasion attempt, but more generally to help consumers glean useful, goal-relevant information from persuasion attempts. If a consumer c...

Citation Context

...ssue of whether subjectivesknowledge should lead to higher or lower information search levels, extant researchsmanipulating subjective knowledge (Hadar, Sood & Fox, 2011; Park et al, 1988, See, 2009;s=-=Xu & Wyer, 2010-=-) hints toward a positive link between subjective knowledge and consumersself-confidence in their capacities. Subjective knowledge leads consumers to rely moresheavily on their inner resources (e.g., ...