A Meta-analysis of Persuasion Knowledge Effects

说服性知识，即关于说服、说服过程和主题以及说服主体的知识，是影响说服性沟通的重要因素，因为它在很大程度上决定了消费者是否以及如何对说服性沟通做出反应，以及说服是否成功。这个项目回答了说服知识的影响问题，因为以前的研究结果很多，但不一致。关于对说服代理的反应的说服知识的影响可以是负面的（例如，增加怀疑，减少说服）。例如，如果消费者的目标与说服代理人的目标一致，那么效果也可以是积极的。说服知识的影响力取决于几个因素，这些因素在很大程度上被先前的研究所忽视，例如文化差异，消费者的特征（例如，年龄）、说服知识测量的可变性、或可以涉及说服本身、说服主题或说服代理及其目标的说服知识类型。为了澄清先前研究结果的不一致，确定说服知识的影响方向和强度，并调查调节变量的影响，将进行荟萃分析。将元分析结果与其他涉及说服策略效果的元分析结果进行比较（例如，幽默或重复的应用）显示了说服策略的效果是如何通过增加说服知识来减少甚至消除的。研究结果有助于解释成功的市场沟通。从科学的角度来看，研究结果有助于进一步发展说服知识模型。通过比较说服策略的有效性与基于经验归纳的说服知识的效果，提出了一个新的研究议程的说服，沟通，营销和广告研究。研究结果提供了从业人员在通信和营销机构谁应该，现在可以整合知识的说服知识的目标群体时，制定沟通策略的影响。最后，研究结果提供了社会影响，因为他们显示是否以及如何有意义的消费者政策，以支持说服知识的发展，而不是说服性沟通的监管，以及如何说服知识的发展可以支持的目标，消息灵通的消费者。

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.