Swiss Legend, a watch brand, gets famous people to wear its colorful timepieces. One way it does this is to give away its products at awards shows. Publicists call this common practice “gifting the talent”: Companies provide stars with

“goody bags” full of complimentary products. 150 What do you think about the practice of “gifting the talent” to accumulate endorsements? Is this a sound strategy? Is it ethical for celebrities to accept these gifts?

Think of a behavior someone does that is inconsistent with his or her attitudes (e.g., attitudes toward cholesterol, drug use, or even buying things to make him or her stand out or attain status). Ask the person to elaborate on why he or she does the behavior, and try to identify the way the person resolves dissonant elements.