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The researchers have jumped to the conclusion that through exposing yourself to a product over and over again through the banner you would have a positive feeling that a certain product. Good news for consumers is that a critical re-evaluation of the product with these positive feelings disappear. Being able to put this to the test, they tried to have students read an essay with a series of Web pages with the impression that they are commissioning surveys on the content of the test. However, the students actually asked about a fictitious brand of camera, Pretec, which has acted as banners on Web pages they read. different pools of students were exposed to advertising Pretec zero, five, or twenty times. When asked about their negative feelings towards the brand, size of exposure do not differentiate. Rather reported that students were asked about their positive vibes towards a marked increase in their positive feelings based on the amount of exposures. Apparently there are two models that attempt to explain the kind of phenomenon. The first is that people are more willing to positive feelings and could help keep things in their memory. The second shows the treatment of minimal risk to create a positive evaluation. This positive effect will impact on future assessments. To find out which of these explanations is correct that the authors have tried to take a second group of students and asks them to make a similar assessment and found that the first model was valid. So finally, psychologists are not taken very best of their theories, such as advertisers are just some things to keep in mind. Banner could be a valuable role in promoting understanding of the process. proximity-based advertising, might be better for those impulse buys, where more detailed evaluations are not as likely.