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Wise consumers read magazine advertisements and watch TV commercials, but
they do this with one advantage: knowledge of the psychology behind the ads. In
other words, well-informed consumers watch for information and check for
misinformation. They ask themselves questions: Is the advertiser hiding
something in small print at the bottom of the page? Is there any real
information in the commercial, or is the advertiser simply showing an attractive
image? Is this product more expensive than it should be because it has a famous
name? With the answers to these questions, consumers can make a wise choice.
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