consumers' desire for material resources. For example, the entire purpose of product advertising is to instill in the consumer a belief that he or she needs a certain product and that without that product he or she is lacking. This is true of products as diverse as baby diapers to financial services. Baby products' advertising seeks to instill in the consumer a belief that his or her child will be deficient as compared to other children if the consumer does not buy a specific product. Financial services' advertising seeks to encourage the consumer that he or she will have more money with which to buy more desirable material resources.
Such advertising is ultimately successful in a society that believes the value of the material product being advertised will compensate for the perceived deficiency the advertising itself creates. But beyond that, the advertising is successful because the consumers are prone to believe that they lack the attributes that the p
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