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Research Question This study investigates empirically an extension of Freistad and Wright 's (1995) Persuasion Knowledge Model, focusing on knowledge structures of the target, and extending them with Brucks' (1985) objective and subjective topic knowledge conceptualizations and operationalizations. The research also responds to Arem and Irwin's (2011) call for further research related to the effects of weight control webbased interventions. Method and Data A web-based intervention using the National Health Service's (NHS) website, which is aimed at tackling the obesity epidemic in the UK, was used. A 3 (webpage clicking choices: "NHS healthy eating"; "NHS loose weight" and a "control" with not webpage) x2 (adult BMI categories: healthy and unhealthy) online experimental design was used to examine how the extended PKM knowledge structures of the target may affect website attitudes and behavior intentions. Participants were recruited via a Qualtrics Consumer Panel using quotas to ensure a balance between genders and age groups of British participants. The data collection allowed the participants to click on one of the two website choices (healthy eating or loosing weight) according to their goals or not click on any of them. This permitted an investigation of the effects of web-based interventions, similar to a non-laboratory setting, where consumers would naturally seek information and make choices. Structural equation modeling was used to analyze the data. Key Contributions This paper extends Freistad and Wright's (1995) Persuasion Knowledge Model, focusing on knowledge structures of the target, and extending them with Brucks' (1985) objective and subjective topic knowledge conceptualizations and operationalizations. It examines the effects of a real weight control web-based intervention and makes recommendations to the NHS and policy makers, about developing and improving weight control initiatives through the use of digital tools. Summary of Findings The results illustrate that the distinction between objective and subjective weight control knowledge is essential, given their different effects on agent and persuasion knowledge. Agent knowledge was the most important predictor of website attitudes; while both agent and persuasion knowledge were associated with intentions to control one's weight. Consumers' choice of website, which is a proxy in this study for consumers' goal frame, tends to be consistent with their BMI. The control group which chose not to click on any frame from the NHS website had a balance between adults with a healthy and above healthy BMI, indicating that consumers may not take action, even when they should. Results also show that framing health goals matters and differences do exist between adults with a healthy BMI and those with an unhealthy BMI (i.e. overweight or obese adults) regarding how knowledge may affect attitudes and behavioral intentions. [ABSTRACT FROM AUTHOR]