Mohr, Svenja; Kühl, Rainer - In: SN Business & Economics 1 (2021) 8
between consumers and marketers, Friestad and Wright (1994) developed the Persuasion Knowledge Model. The Persuasion Knowledge … Model postulates that consumers' dealing with persuasion attempts depends on three knowledge factors: persuasion, agent, and … topic knowledge. In this paper, we apply the Persuasion Knowledge Model to food advertising. Based on an online survey with …