2. Commercial co-creation has been criticised by some researchers, suggesting the practice is a double exploitation of consumers. Discuss the meaning of this statement. Outline the advantages and limitations associated with commercial co-creation, using examples to explain the key points. 3. Explain anthropomorphic appeals as a style of marketing execution. Discuss how social media can be used as anthropomorphic primers. To what extent anthropomorphic techniques are persuasive? What are the disadvantages associated with anthropomorphic appeals? Identify a specific firm to anchor your discussion. 4. Critically discuss how individuals process persuasive messages and potential reactions towards these messages. What are some of the psychological processes underlying the heightened credibility of user-generated and celebrity-generated messages? Include an example to illustrate your discussion.