These studies approach persuasion knowledge from the perspective that consumers' primary goal is to resist persuasion tactics (if detected) and therefore their coping strategy is to ignore the attempts of persuasion. However, consumers have various goals (e.g., perfecting the relationship with advertisers, enriching knowledge of advertising tactics and advertisers, managing self-image), and the main goal of consumers is to control and manage optimal results, not just resist the persuasion of marketers (Friestad and Wright, 1994). Furthermore, consumers have different coping strategies (e.g., focusing on analyzing the nature of the tactics or content of the advertising message) (Friestad & Wright, 1994), so it is possible that the use of persuasion knowledge does not always create negative responses. Furthermore, since most consumers have a general awareness that advertisers' primary goal is to create influential ads (Friestad & Wright, 1994; Ham et al., 2015) and a perception of the ways in which advertisers use to