If the functional belief and experiential belief are strong enough to out weigh the negative forces / the effect of absence of advertisements, the effect of persuasion gets fulfilled and the brand gets automatically established. Symbolic belief is completely evoked and maintained by advertisements only. The claims normally made by advertisers work well at this symbolic belief system only. Seemingly convincing claims are propagated that easily get assimilated in the minds of listening people who find it no difficult to change their attitude and get persuaded at the convenience of advertisers.
I would like to pick an advertisement that promotes some medicine for hair loss. It reads that liver diseases are the predictors of hair loss and cautions the consumers to be careful in using home remedies for hair loss. Is the claim of the advertiser scientifically correct'
To analyze the strength of this claim we can conduct an experiment or quasi-experiment with two groups subjected under study. A control group comprising bald subjects without any liver diseases should be treated the same way as the experimental group of liver disease or diabetes. Since hair loss is usually due to hormonal dysfunction/imbalance, the factor of chronic illness becoming the predictor is within the limits of measurability. The illnesses that cause hair loss are generally lupus, diabetes and thyroid imbalance.
As such the chronic illness of diabetes can be fixed as an independent variable and the impact of the disease on hair loss could be measured at varying conditions of diabetes. Bald patients could be selected from a cross section of medical care units or hospitals. Bald patients without diabetes could now be conveniently compared with those diabetic patients. The impact of liver disease on hair loss could also be measured at various levels of diabetes. Such confounding variables of levels of diabetes can be controlled at the control group.
As long as the experiment is confined to the bald patients of diabetes, the impact of hair loss could be measured at various levels of diabetes in an effectively accurate manner and style if the experiment is properly conducted assigning the subjects randomly, that is by chance, to the experimental and control group so that no biases could sneak into the composition of control group.
Similarly a control condition can also be used either for a single individual or for a group of patients. Instead of testing a separate group of bald patients, the same group of bald patients can be tested at a different time keeping everything the same as in the experimental condition except for the single experimental condition of diabetes alone i.e. the independent variable of interest. In this style of test, confounding the order of test with the condition-experimental against the control - would be effectively avoided and balancing he order of conditions for single individuals are carefully balanced.
Limitations and conclusion:
The viability of the experiment could be tested only to a limited source of independent variables, since the chronic illnesses that stand predictors of hair loss are a few like lupus, diabetes and thyroid dysfunction. Of these three independent variables, the thyroid dysfunction gets eliminated as the hormonal imbalance has little effect on liver derangement, which the advertiser ascribes to hair loss. Among the remaining two