In one study, men who saw a new-car ad that included a seductive female model rated the car as faster, more appealing, more expensive-looking, and better- designed than did men who viewed the same ad without the model. Yet when Chapter 5 LIKING asked later, the men refused to believe that the presence of the young woman had influenced their judgments (Smith 8{ Engel, 1968). Although there are other examples (Bierley, McSweeney, 8{ Vannieuwkerk, 1985; Gorn, 1982), perhaps the most intriguing evidence of the way the association principle can unconsciously stimulate us to part with our money comes from a se- ries of investigations on credit cards and spending (Feinberg, 1986). Within mod- ern life, credit cards are a device with a psychologically noteworthy characteristic: They allow us to get the immediate benefits of goods and services while deferring the costs weeks into the future. Consequently, we are more likely to associate credit
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