Persuasion Knowledge Scale

What it measures

Measures consumers' knowledge of and ability to cope with persuasion attempts by marketers. Based on Friestad & Wright's (1994) Persuasion Knowledge Model, this scale captures how well consumers understand the tactics, motives, and effects of marketing persuasion. High persuasion knowledge is associated with scepticism toward advertising claims and greater resistance to influence attempts.

Representative items

• I know when an offer is 'too good to be true'.
• I can tell when an offer has strings attached.
• I have no trouble understanding the bargaining tactics used by salespersons. (R)
• When a salesperson is pushy, I know how to handle it.
• I know how to get the best deal when faced with a high-pressure salesperson.

Citation

Bearden, W.O., Hardesty, D.M., & Rose, R.L. (2001). Consumer self-confidence: Refinements in conceptualization and measurement. Journal of Consumer Research, 28(1), 121–134.