ABSTRACT
I n 1994, Friestad and Wright coined the term persuasion knowledge to refer to people’s intuitive theories about how marketers try to persuade consumers. The Persuasion Knowledge Model (PKM) depicts the persuasion target as an active participant in a dyadic interaction with a persuasion agent, in which both target and agent are attempting to achieve their own goals. The PKM views marketplace interaction as a game between buyer and seller, assumes that consumers have intuitive theories about the game, and asserts that these theories are used to evaluate and cope with marketers’ persuasion attempts.
