“…However, frequent exposure to commercial persuasion can also lead to more adaptive outcomes, including greater knowledge and understanding about how marketing tactics work and thus a more sophisticated ability to cope with persuasion attempts (e.g., Boush, Friestad, & Rose, ). Researchers refer to this knowledge and understanding as “persuasion knowledge” (Friestad & Wright, , ) or “advertising literacy” (Rozendaal, Opree, & Buijzen, ; Young, ), and it has been the focus of considerable investigation over the past two decades (e.g., Campbell & Kirmani, ; Carlson, Bearden, & Hardesty, ; Hibbert, Smith, Davies, & Ireland, ; Kirmani & Zhu, ; Semaan, Kocher, & Gould, ; Wentzel, Tomczak, & Herrmann, ; Xie & Johnson, ). Because the terms “persuasion knowledge” and “advertising literacy” are often used synonymously (e.g., Tutaj & van Reijmersdal, ; Wright, Friestad, & Boush, ), we opt in this paper to use the former term exclusively to refer to knowledge structures related to persuasion episodes.…”