if you agreed to participate in a consumer survey regarding some product, perhaps 35-millimeter cameras, the survey taker could enhance your ratings of any strong brand—let’s say Canon—simply by asking you to consider the qualities of Canon cameras but not asking you to consider the qualities of any of its major rivals, such as Nikon, Olympus, Pentax, or Minolta. More than that, without realizing why, your intention to purchase a Canon 35mm camera would likely also jump, as would your desire to make the purchase straightaway, with no need to search for information about comparable brands.
