A Meta-analysis of Persuasion Knowledge Effects

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Persuasion knowledge, that is, the knowledge about persuasion, persuasion processes and topics, and persuasion agents, is an important influencing factor in persuasive communication, because it largely determines whether and how consumers react towards persuasive communication and whether persuasion succeeds. This project answers the question of the effects of persuasion knowledge, since previous findings are plenty, but not consistent. The effects of persuasion knowledge regarding the reactions towards the persuasion agent can be negative (e.g., increased skepticism, reduced persuasion). The effects can be positive, too, for instance, if consumer goals are in line with the goals of the persuasion agent. The strength of the effects of persuasion knowledge depends on several factors, which prior research has largely ignored, such as cultural differences, characteristics of consumers (e.g., age), variability in measures of persuasion knowledge, or types of persuasion knowledge that can refer to persuasion per se, to topics of persuasion, or to persuasion agents and their goals. To clarify inconsistencies in prior research findings, to determine the direction and strength of the effects of persuasion knowledge and to investigate the influence of moderating variables, a meta-analysis will be performed. A comparison of the meta-analytic findings with findings from other meta-analyses that have dealt with effects of persuasion strategies (e.g., the application of humor or repetitions) shows how the effects of persuasion strategies can be reduced or even erased by increasing persuasion knowledge. The findings contribute to the explanation of successful communication on markets. From a scientific point of view, the findings help to further develop the model of persuasion knowledge. By comparing the effectiveness of persuasion strategies with the effects of persuasion knowledge based on empirical generalizations, a new research agenda is proposed for persuasion, communication, marketing, and advertising research. The findings provide implications for practitioners in communication and marketing agencies who should and now can integrate knowledge about the persuasion knowledge of the target group when developing communication strategies. Finally, the findings provide societal implications, because they show whether and how meaningful it is for consumer policy to support the development of persuasion knowledge instead of the regulation of persuasive communication and how the development of persuasion knowledge can support the goal of well-informed consumers.