Editing Persuasion (section)

== In culture ==
It is through a basic cultural personal definition of persuasion that everyday people understand how others are attempting to influence them and then how they influence others. The dialogue surrounding persuasion is constantly evolving because of the necessity to use persuasion in everyday life. Persuasion tactics traded in society have influences from researchers, which may sometimes be misinterpreted.
To keep evolutionary advantage, in the sense of wealth and survival, you must persuade and not be persuaded. To understand cultural persuasion, researchers gather knowledge from domains such as "buying, selling, [[advertising]], and shopping, as well as parenting and courting."<ref name="Friestad, Marian 1999">Friestad, Marian; Wright, Peter. Everyday persuasion knowledge. Psychology & Marketing16. 2 (Mar 1999)</ref>

Methods of persuasion vary by culture, both in prevalence and effectiveness. For example, advertisements tend to appeal to different values according to whether they are used in [[Collectivism and individualism|collectivistic]] or [[individualism|individualistic]] cultures.<ref>{{cite journal |doi=10.1006/jesp.1994.1016 |title=Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies |journal=Journal of Experimental Social Psychology |volume=30 |issue=4 |pages=326 |year=1994 |last1=Han |first1=Sang-pil |last2=Shavitt |first2=Sharon }}</ref>

===Persuasion Knowledge Model (PKM)===
The Persuasion Knowledge Model (PKM) was created by Friestad and Wright in 1994.<ref>Friestad, Marian and Peter Wright,1994. The persuasion knowledge model: How people cope with persuasion attempts. Journal of consumer research, 21(1), pp.1-31.</ref> 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."<ref>Friestad, M. and Wright, P., 1995. Persuasion knowledge: Lay people's and researchers' beliefs about the psychology of advertising. Journal of consumer research, 22(1), pp.62-74.</ref>

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.<ref>Lawson, Willow. Persuasion:Battle on the Car Lot, ''Psychology Today''  published on 1 September 2005 - last reviewed on 31 July 2009</ref>

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.<ref>[[Campbell, Margaret C.]] "When attention-getting advertising tactics elicit consumer inferences of manipulative intent: The importance of balancing benefits and investments." Journal of Consumer Psychology 4, no. 3 (1995): 225-254</ref> Campbell and Kirmani developed an explicit model of the conditions under which consumers use persuasion knowledge in evaluating influence agents such as salespersons.<ref>[[Campbell, Margaret C.]], and [[Amna Kirmani]]. "Consumers' use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of an influence agent." Journal of consumer research 27, no. 1 (2000): 69-83.</ref>