Clearly, any advertisement that evokes gestalts is assured of the attendant perceptual interpretations and responses. In our discussion of Attitudes, we suggested that they can become Gestalt. Clearly, the value above is gestalt. Selectivity is the result of our unconscious desire for Consistency among our beliefs and practices. The more options or choices that could have been selected and the more attractive the non-chosen ones are the greater the likelihood of selectivity.
Consumers tend to justify their investments of time, effort and money into their decisions.