It was a common saying when I worked adjacent to online advertising that "The guys who think it doesn't work on them are the biggest marks of them all". The rea

It was a common saying when I worked adjacent to online advertising that "The guys who think it doesn't work on them are the biggest marks of them all". The reasoning was that they have no defenses and think because they don't click on ads (who does?) that they are immune to social pressure, cognitive biases around awareness, status concerns. After I heard this and started paying attention I'm completely sold, people who say this are never living lives that look remotely like they aren't affected by advertising. That's not even counting the fact that it doesn't have to work on everyone, just enough people so that those who don't conform are punished by becoming outsiders with all the social, financial and professional consequences that entails.