For a lot of products, my model of the purchase decision is fairly simple. If you hear about it two or three times from relatively "cool" or prestigious sources -- which can be ads, friends, institutions, and so on -- you will take it seriously and at least think about buying it. Even then it is often an "impulse" purchase and need not follow directly upon viewing any one of those ads or mentions; you may be in Barnes & Noble and wishing to cheer yourself up and what do you look for? Something you've heard about a few times. (This also leads to an equibrium where people are predominantly interested in new books, music, etc. and in turn those are the advertised products.)
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