The reflexive Persuasion Game: The Persuasion knowledge model (1994-2017)

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish (US)
Title of host publicationAdvertising Theory
EditorsShelly Rodgers, Esther Thorson
PublisherTaylor and Francis
Pages124-140
Number of pages17
Edition2
ISBN (Electronic)9781351208307
ISBN (Print)9780815382492
DOIs
StatePublished - Apr 15 2019

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)
  • Arts and Humanities(all)
  • Social Sciences(all)

Cite this

Ham, C. D., & Nelson, M. R. (2019). The reflexive Persuasion Game: The Persuasion knowledge model (1994-2017). In S. Rodgers, & E. Thorson (Eds.), Advertising Theory (2 ed., pp. 124-140). Taylor and Francis. https://doi.org/10.4324/9781351208314-8