Advertisers are often criticized for their unscrupulous manipulation of people' s tastes and wants  There is evidence, however, that some advertisers are motivated by moral as well as financial considerations  A particular publication decided to change its image from being a family newspaper to concentrating on sex and violence, thus appealing to a different readership
Some advertisers withdrew their advertisements from the publication, and this must have been because they morally disapproved of publishing salacious material
The advertisers expected their product sales to increase if they stayed with the changed publication, but to decrease if they withdrew.