We all imitate people we admire. We are all copycats, though most of us are not aware of just how much. Advertising can create personalities and images that trigger the modeling instinct. Advertising can communicate new information. Man is a semi-rational creature who will, in weaker moments, respond to facts and reason and modify his behavior accordingly.
Advertising can suggest, and man is a suggestible creature.
That many people can be hypnotized indicates how susceptible homo-sapiens are to suggestion. Responsiveness to suggestion is a subtle process and one peripherally related to the modeling impulse. These are the principal psychological processes by which advertising influences consumer behavior. Advertising really does work. Sally forth with renewed conviction and use these psychological principles to make your advertising more effective.