In small groups, video advertisements can be used to subconsciously lure an individual into a particular mode of thought and emotional responsiveness, then induce feelings of guilt, shame, or anxiety, by causing them to revert their sense of social commitment to the initial mode of thought. This is particularly effective in younger small groups of 2-4 where there is a higher number of males than females; it can be used to change public opinion, especially on products, for that age group.