Do they think
- "meh it's all bs ..."
- "hmm I'd like that! can't wait to go to the mall and get one"
- "oh I didn't know this, it could help me <there>"
I recall feeling 3) once in my life, it surprised me because that was my first deep positive reaction to an ad. Even though I've seen similar products all my life.
Does marketing count on negative bias in their theory ? "he may dislike the add but we have a foot in the door now, he'll buy our shit later"