Rethinking the Persuasion Knowledge Model: Schematic Antecedents and Associative Outcomes of Persuasion Knowledge Activation for Covert Advertising

Abstract

Whether persuasion knowledge activation occurs naturally among adults as a result of covert advertising exposure is an underexplored area that should interest practitioners, researchers, and regulators. By using the Persuasion Knowledge Model (PKM) and Schema Theory as theoretical underpinnings, this article proposes a conceptual model that addresses two central questions. First, is persuasion knowledge activated for advertising or persuasive episodes in which individuals have no a priori knowledge? Since persuasion knowledge activation requires awareness or recognition of a persuasive or advertising episode, are individuals able to recognize covert advertising episodes as advertising—that is, ads that have the appearance of something other than advertising? Second, if individuals do activate persuasion knowledge when exposed to covert advertising episodes, are the associated attitudinal outcomes automatically negative? As posited by the PKM, persuasion knowledge activation generates coping mechanisms leading to increased skepticism and negative attitudes. We propose that there are alternative outcomes to attitude formation even when persuasion knowledge is activated. Our conceptual model offers an alternative view that may account for individuals’ understanding and processing of covert advertising.

Acknowledgments

The corresponding author acknowledges and thanks Dr. Eric Haley (University of Tennessee) for his guidance and feedback on earlier versions of this article.