Carlill v Carbolic Smoke Ball Co product called the "smoke ball" and claimed it to be a cure for influenza and a number of other diseases. (The 1889–1890 flu pandemic was estimated to have killed 1 million people.) The smoke ball was a rubber ball with a tube attached. It was filled with carbolic acid (or phenol). The tube would be inserted into a user's nose and squeezed at the bottom to release the vapours. The nose would run, ostensibly flushing out viral infections. The Company published advertisements in the "Pall Mall Gazette" and other newspapers on November 13, 1891, claiming that it would pay £100
Name-letter effect suggests that if the name is liked then the name letters will be liked too. This would occur through repeated visual association of the name letters with the name. Martin and Levey defined evaluative conditioning as a variation of classical conditioning in which we come to like or dislike something through an association. Given the observation that our own name stands out among others as quite an attractive stimulus, as Cherry found in the cocktail party effect, it could be that the name-letter effect results from evaluative conditioning. Feys set up a controlled study with Flemish subjects, pairing unfamiliar symbols