I refer to these types of ads as nerd alert ads. The way they work is that they show nerds using ineffective competing brands and then show attractive actors using the advertised brand with great success. Nerd alert ads are particularly effective for image-conscious consumers who are concerned about avoiding bad outcomes (Figure 12.4). For example, nerd alert ads are useful for persuading image-conscious teenagers to avoid smoking or using drugs. The ads show nerds smoking or using drugs and show cool kids not smoking or using drugs. Consistent with the implications of attitude function theory, image-conscious teens are more influenced by nerds and cool kids than by boring facts, figures, and statistics about the number of people who die or whose lives are ruined by tobacco, drugs, and/or alcohol (Herr, Kardes, & Kim, 1991).