When consumers see or hear an advertisement that uses a persuasion technique that fails to match the function of their attitudes toward the advertised brand, consumers pay little or no attention to the ad. On the other hand, when consumers see or hear an ad that uses a technique that matches the function of their attitudes, consumers attend to the ad more carefully and think about the implications of the advertised message. Function matching enhances persuasion when message quality is high and decreases persuasion when message quality is low (Petty & Wegener, 1998). For maximal effectiveness, advertising techniques should also match consumers’ regulatory focus.