In theories and studies of persuasion, people's personal knowledge about persuasion agents' goals and tactics, and about how to skillfully cope with these, has been ignored. We present a model of how people develop and use persuasion knowledge to cope with persuasion attempts. We discuss what...

Does the perceived expense of a new product's advertising campaign influence expectations about the product's quality? This article conceptualizes the process by which perceived advertising expense acts as a cue to quality. Results from six experiments indicate that under some conditions,...

What do lay people believe about the psychology of advertising and persuasion? How similar are the beliefs of lay people to those of consumer researchers? In this study we explore the content of people's conceptions of how television advertising influences its audience. The findings suggest that...