The pleasure/pain principle can be very persuasive when consumers are concerned about approaching desired outcomes or avoiding undesired outcomes. Consumers buy some types of products simply because the products taste good or feel good, and consumers avoid some types of products simply because the products taste bad or feel bad. Complex arguments and logical thinking (knowledge appeals), the image of consumers who use this type of product (value-expressive appeals), and concerns about safety or self-esteem (ego-defensive appeals) are largely irrelevant for these types of products.