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Journal of Current Issues & Research in Advertising Volume 36, 2015 - Issue 2
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Rethinking the Persuasion Knowledge Model: Schematic Antecedents and Associative Outcomes of Persuasion Knowledge Activation for Covert Advertising

Nathaniel J. EvansDepartment of Advertising and Public Relations, Grady College of Journalism and Mass Communication, University of Georgia, Athens, Georgia, USACorrespondence[email protected]
&
Dooyeon ParkGrady College of Journalism and Mass Communication, University of Georgia, Athens, Georgia, USA
Pages 157-176 | Published online: 11 May 2015

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