"Man is an inherently social creature. This byproduct of evolution means that his instinct is to care about his clan, be it his family, his peer group, or his class. Therefore, he can be manipulated. His desires and motives can be changed. This fragile psychology means man can be trained to prioritize anything. For centuries we have raised men to care and fight for their countries. They have been taught that authority is a social good, that leaders should be trusted. If we train men, through education, through marketing, they will do anything they are told to do. Man must first be informed of what he needs. If he can be shown that his base needs revolve around feeling and emotional impulse, that happiness and social status is based on what he acquires, he can be sold anything. If you want to sell automobiles, clothing, cigarettes, any novelty, you must convince him that he would die without them."

- Edward Bernays, 1916