> In contrast, the typical emotional inception theory appears almost ridiculous: the idea that mere exposure to appealing imagery associated with a product will

> In contrast, the typical emotional inception theory appears almost ridiculous: the idea that mere exposure to appealing imagery associated with a product will inherently foster a positive association and drive purchase decisions. I don't agree that this "appears almost ridiculous." When weighing two options that seem fairly equal, it seems that the style of advertising can possibly push it one direction or the other based on emotion. When I'm picking a beer at the store, I have a different emotional impression of the different beers probably due to a wide variety of things (past experiences if any, coloring+style of labeling, etc.), but advertising imagery+content could possibly be one of those things, for me I know I am sometimes conscious of some of the advertising in that moment. It would probably require some science to determine whether it does have an impact, how often and to what degree. But the author seems to want to discard a possible effect without any data.