Thirty years of persuasion knowledge research: From demonstrating effects to building theory to increasing applicability

Abstract Persuasion knowledge, which encapsulates consumers' literacy of common marketing tactics and their assumptions about what marketers hope to accomplish by using these tactics, has inspired substantial research in consumer psychology, advertising, and many other fields. The original article introducing the persuasion knowledge model (PKM; Friestad & Wright, 1994) has grown in importance over the past 30 years. A major strength of extant persuasion knowledge research is that it has investigated effects that have applicability to the traditional media advertising context. We point out the need, however, for further theory development aimed at explaining the persuasion knowledge effects that have been observed, and we discuss the value of considering dual‐processing theories in this regard. We further contend that persuasion knowledge research should be broadened beyond the context of traditional advertising to encompass content marketing. Finally, we consider how the interplay of theory and effects can allow greater applicability in behavioral research.