There are certain advertisements on the web or commonly shown on televisions that inspire people to act by invoking particular emotions. For example, some marketers may make you feel cheated that you used other products and not theirs. Apple's iPad has been touted as a gadget for the rich or upper middle class, to say the least. This makes it very difficult for Apple to arouse emotions that could encourage most of the market to consider this iPad. The iPad would have generated excitement if it had been aimed at the common man, as it would have presented something affordable to those who might not have had access to such gadgets (Joyce,