Sophie C. Boerman|Eva A. van Reijmersdal|Esther Rozendaal|A. Dima
Development of the Persuasion Knowledge Scales of Sponsored Content (PKS-SC)
University of Amsterdam|University of Amsterdam|Radboud University Nijmegen|Health Services and Performance Research Laboratory|Claude Bernard University Lyon 1
despite popularity persuasion knowledge model persistent relevance given omnipresence sponsored content eg brand placement tv programmes video games paid product reviews blogs way scholars measure persuasion knowledge varies widely study aims develop valid reliable scales standardized measurement consumers persuasion knowledge sponsored content three phases developed persuasion knowledge scales sponsored content pkssc measures nine components 1 recognition sponsored content 2 understanding selling persuasive intent 3 recognition commercial source sponsored content 4 understanding persuasive tactics 5 understanding economic model 6 selfreflective awareness effectiveness sponsored content 7 skepticism toward sponsored content 8 appropriateness sponsored content 9 liking sponsored content scales good appropriate validity reliability recommendations future research discussed