People rely on intuitive knowledge about persuasion to cope with persuasion attempts motivated by self-interest. Because this knowledge associates persuasive intent with low trustworthiness, identifying the communicator as an agent with ulterior motives tends to reduce trust in the communicator. Three studies suggest that the extent to which people call on this association to assess a persuasion agent depends on whether the agent's message challenges or reinforces their prior attitudes. Challenged attitudes motivate people to use the negative association between persuasive intent and trustworthiness, whereas reinforced attitudes lead people to neglect it. However, prior attitudes do not affect people's capacity to detect cues of ulterior motives and develop an awareness of the persuasive intent. Thus, recipients of persuasive messages that support their prior beliefs trust persuasion agents despite being aware of the agents' ulterior motives. This seems to be a byproduct of people's motivation to preserve a sense of self-integrity.
Keywords: attitudes; persuasion; persuasion knowledge; self-affirmation; trust.