Products and brands with Social Power encompass the notion that “Corporate cool hunters are searching for teens that have the respect, trust, and admiration of their friends.” The American Psychological Association said, “Advertisers understand the teen's desire to be "cool," and manipulate it to sell their wares, a concept that's been offered to marketers by psychologists including James McNeal. Marketers assume a silent role as manipulators and the role they manage to play is not only in the purchases of teens but also in the social statuses of teens. A key aspect to youth marketing or any targeted demographic marketing is that these products are supposed to fulfill the needs or desires of the consumer. A large portion of sales promotion is dedicated to accomplishing this. However, according to Ainsworth Anthony Bailey of University of Toledo in "The Interplay of Social Influence and Nature of Fulfillment: Effects on Consumer Attitudes," not much of this research has focused on non-fulfillment of promotional promises which in turn, breaks the trust of the consumer and hurts the entire image of the brand and its product.