Take this recent study about how beauty products in ads make you feel. They make you feel bad about yourself. The “you need this” message is built right into the product itself, and when couched in an ad the resulting effect was this internalized message:
According to a new study, consumer spending differs between exposure to a brand and a slogan.
“Exposure to the retailer brand name Walmart, typically associated with saving money, reduces subsequent spending, whereas exposure to the Walmart slogan, (Save money. Live better.) increases spending,” write authors Juliano Laran (University of Miami), Amy N. Dalton (Hong Kong University of Science and Technology), and Eduardo B. Andrade (University of California, Berkeley).