>When people decide they want to be seen as a certain kind of person, they want to remain consistent with that. That's why if you want to reach a goal, you shou

>When people decide they want to be seen as a certain kind of person, they want to remain consistent with that. That's why if you want to reach a goal, you should tell as many of your friends and family about it as possible so you risk "losing face" if you fail. Commitment/consistency pressure is another well-studied technique; more used in sales than advertising for obvious reasons. It's also a peripheral cue rather than a central cue. I think the article is an attempt to make human behavior in the face of advertising seem economically rational. It's explicitly so, in fact. This just isn't true. >hat's what the guy is talking about when he basically says that the flaw of the 'association' argument is that there's insufficient feedback, only visual cues rather than, say, receiving a massage. You are ignoring that observational learning exists. You should study this concept (observational learning specifically) and then come back to this article and make a more informed judgment.