Stanley Resor was the president of J. Walter Thompson advertising agency in New York. He worked with the psychologist John Watson in analyzing buyer patterns. They learned that consumer insecurities played a big role in their buying choices. They began to play on insecurities concerning beauty,youth, attractiveness and health by capitalizing on personal hygiene. One success story of this is the story of the product listerine. Advertisers invented the bad breath disease called Halitosis. Halitosis was the invented disease used to market Listerine, a surgical antiseptic. It promises to cure halitosis.