Persuasion knowledge development helps consumers cope with marketplace persuasion, leads to better consumer decision making, and adds to consumer well-being. While significant research exists on the impact that individual factors (e.g., age) and cues (e.g., sponsorship disclosure messages) have on consumers’ persuasion knowledge development, little is known about the influence of marketer actions, such as advertising spending. This is surprising, as marketer activities provide a major source of information for consumers’ persuasion knowledge learning and practice and can theoretically either support or hinder persuasion knowledge development. The authors develop several explanations for various types of relationships between advertising spending and persuasion knowledge. They test these relationships by means of a meta-analysis of the persuasion knowledge literature based on 140 papers with 162 distinct data sets that address persuasion knowledge measurements. They find that increasing advertising spending also increases consumers’ persuasion knowledge. The relationship follows an inverted U-shaped curve; at a certain level of advertising spending, persuasion knowledge begins to decrease. The findings have theoretical and societal implications and, depending on the level of advertising investment, policy implications with the ultimate aim of ensuring consumer well-being and protecting consumer groups with low levels of persuasion knowledge.

说服知识的发展有助于消费者应对市场说服，导致更好的消费者决策，并增加消费者的幸福感。虽然对个人因素（例如，年龄）和线索（例如，赞助披露信息）对消费者说服知识发展的影响进行了大量研究，但对营销人员行为（例如广告支出）的影响知之甚少。这是令人惊讶的，因为营销活动为消费者的说服知识学习和实践提供了主要的信息来源，并且在理论上可以支持或阻碍说服知识的发展。作者对广告支出和说服知识之间的各种类型的关系提出了几种解释。他们通过对说服知识文献的元分析来测试这些关系，该分析基于 140 篇论文和 162 个不同的数据集，这些数据集涉及说服知识测量。他们发现增加广告支出也增加了消费者的说服知识。关系呈倒 U 形曲线；在广告支出达到一定水平时，说服知识开始下降。研究结果具有理论和社会意义，并且取决于广告投资水平，政策意义在于确保消费者福祉和保护说服知识水平低的消费者群体。他们发现增加广告支出也增加了消费者的说服知识。关系呈倒 U 形曲线；在广告支出达到一定水平时，说服知识开始下降。研究结果具有理论和社会意义，并且取决于广告投资水平，政策意义在于确保消费者福祉和保护说服知识水平低的消费者群体。他们发现增加广告支出也增加了消费者的说服知识。关系呈倒 U 形曲线；在广告支出达到一定水平时，说服知识开始下降。研究结果具有理论和社会意义，并且取决于广告投资水平，政策意义在于确保消费者福祉和保护说服知识水平低的消费者群体。