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 the model implies about how consumers use marketers' advertising and selling attempts to refine their product attitudes and attitudes toward the marketers themselves. We also explain how this model relates to prior research on consumer behavior and persuasion and what it suggests about the future conduct of consumer research.

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Conceptualizations of children's and adolescents' knowledge about advertising and persuasion have evolved considerably over the past three decades. However, empirical research on this topic has been scarce in the past two decades. The authors review the early and current models of children's marketplace persuasion knowledge for insights into the conceptual limits of prior empirical research and opportunities for research grounded in richer models of advertising knowledge. They discuss goals and directions for the next generation of research programs so that such research will yield more complete insights into children's and adolescents' advertising knowledge and provide a basis for future policy decisions.

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