(PKM) The Persuasion Knowledge Model (PKM) was created by Friestad and Wright in 1994. This framework allows the researchers to analyze the process of gaining and using everyday persuasion knowledge. The researchers suggest the necessity of including "the relationship and interplay between everyday folk knowledge and scientific knowledge on persuasion, advertising, selling, and marketing in general." To educate the general population about research findings and new knowledge about persuasion, a teacher must draw on their pre-existing beliefs from folk persuasion to make the research relevant and informative to lay people, which creates "mingling of their scientific insights and commonsense beliefs." As a result of this constant mingling, the issue of persuasion expertise becomes messy. Expertise status can be interpreted from a variety of sources like job titles, celebrity, or published scholarship. It is through this multimodal process that we create concepts like, "Stay away from car salesmen, they will try to trick you." The kind of persuasion techniques blatantly employed by car salesmen creates an innate distrust of them in popular culture. According to Psychology Today, they employ tactics ranging from making personal life ties with the customer to altering reality by handing the customer the new car keys before the purchase. Campbell proposed and empirically demonstrated that some persuasive advertising approaches lead consumers to infer manipulative intent on the marketer's part. Once consumers infer manipulative intent, they are less persuaded by the marketer, as indicated by attenuated advertising attitudes, brand attitudes and purchase intentions. Campbell and Kirmani developed an explicit model of the conditions under which consumers use persuasion knowledge in evaluating influence agents such as salespersons. Neurobiology An article showed that EEG measures of anterior prefrontal asymmetry might be a predictor of persuasion. Research participants were presented with arguments that favored and arguments that opposed the attitudes they already held. Those whose brain was more active in left prefrontal areas said that they paid the most attention to statements with which they agreed while those with a more active right prefrontal area said that they paid attention to statements that disagreed. This is an example of defensive repression, the avoidance or forgetting of unpleasant information. Research has shown that the trait of defensive repression is related to relative left prefrontal activation. In addition, when pleasant or unpleasant words, probably analogous to agreement or disagreement, were seen incidental to the main task, an fMRI scan showed preferential left prefrontal