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.