Top Highlights

• Imagining the use of something that appeals to you increases your desire for it.
• But no matter what you sell, the major difficulty with persuading consumers is dealing with their varying degrees of product knowledge.
• 1. Survival, enjoyment of life, life extension. 2. Enjoyment of food and beverages. 3. Freedom from fear, pain, and danger. 4. Sexual companionship. 5. Comfortable living conditions. 6. To be superior, winning, keeping up with the Joneses. 7. Care and protection of loved ones. 8. Social approval.
• Haldeman-Julius
• the two strongest appeals were sex and self-improvement