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132). In The Selfish Gene, Richard Dawkins (1976) points out that “social ideas can spread and evolve just like genes” (Dawkins, 1976).
Everyday when we turn on the television we see advertisements. Advertisements are put on the air to buy the consumer into their product. Advertisers use the association principle when trying to sell their product and attractive models are used to link their desirability and beauty to the product being sold (Batt, Hall, Hendricks, & Olson, 1998). A group of authors from Miami University stated on their website that,” The contrast principle can hinder attraction to certain individuals in a couple of ways...
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