All of the marketing strategies are based on the priming effect. Priming effect is the psychological trick which uses human inability to control associative activation: the term used to describe when one idea evokes other associated ideas, launching a domino chain. Also, one must agree, ideas provoke action and change in psychological state. For example, when you think about sex, you will experience specific emotions, and you may take certain actions. To sum up, publicity uses different stimuli to prime (the process of applying priming effect) a consumer to a specific type of emotions and actions.