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 Motivated forgetting" is an especially galling types of ironic effect: when a message enables you to feel vulnerable for example, by reminding you of the methods by which your gender or ethnicity places you in a disadvantage you're more likely to find ways, conscious or else, to no way, to be able to 2 day diet pills retain a sense of self-control.

In a study to become published within the Journal of Consumer Research, marketing experts found that students who were reminded of their university's poor performance were less inclined to remember an advertisement offering a discount in the campus bookshop. "Consider an advertisement for breast cancer prevention," the researchers write. "If the ad makes ?- womens vulnerability towards the disease" salient in their minds, they might "feel threatened and exhibit defensive responses, for example decreased ad memory."